The Challenge.

To reposition The City Lit as a place of adult learning with a wide appeal and to encourage the take-up of part time courses in Central London.

The Solution.

The creative strategy focused on the fact that education can and does 'light up your mind'. The media (budget was tight) then followed a strategy of targeting key commuter stations and a doordrop to relevant postcodes. This was supplemented by web activity and print ads in Hotcourses and the Evening Standard.

The Results.

The doordrop achieved a response rate of approximately 7% and enrolments rose by 16%. In addition, the campaign won a HEIST award for the Best UK Strategic Marketing Campaign in Student Recruitment.