Massey University teamed up with creative agency Federation and media agency Rocket to create a fresh brand identity and new brand story for the educational institution’s Academy Of Sport with a campaign simply called ‘Sport Massey’.
The academic brand refresh and linked promotional campaign was built around the aim of reflecting what student athletes and the Academy of Sport represent and sought to attract students to Massey through sport and the experience they can have at Massey’s word-class facilities.
‘Sport Massey’ spanned a spearhead 15-second vertical video, radio spots, as well as OOH, digital and social content and urged potential student viewers to ‘Join the Massey Academy of Sport’.
The project was led by Massey Marketing Manager Heather Crichton who worked with a team at independent New Zealand agency Federation.
“The first task was to look at our sport story and identify how we could elevate key messages and visually represent our offer in a compelling way. We looked at Massey’s sport positioning, image and identity and kicked off with a campaign focused on our high-performing student athletes and the Academy of Sport,” explained Massey’s Crichton. “We took this opportunity to update the sport identity within the Massey brand, elongating the O in the word Sport to represent the many courts, fields, and places that sports occur. The inclusion of the haehae as a design element represents ‘cutting a path, constant motion, fluidity and making your mark’ while the campaign builds on the ‘Success from a thousand moments’ platform launched in 2021.”
Federation Managing Partner Elizabeth Beatty added: “The platform’s ability to appeal to entirely new audiences is testament to its strength and flexibility. The new identity gives Massey a competitive edge over other offerings in the university sport sector. Massey Sport is yet another reason why students should consider Massey and a further example of how the University supports their success every step of the way, no matter what path they choose.”
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Massey University, based in Palmerston North (with additional campuses in Albany and Wellington), is New Zealand’s second largest university by number of enrolled students (exclcuding international students) with more than 30,000 students (13,000 of whom are extramural or distance-learning students).
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