Discover the unexpected

A tattooed professor, a dreadlocked neuroscientist Ñ and although you only see him for a few seconds on DalÕs new marketing video, there is that guy with the emu.

This is not your fatherÕs Dalhousie University, nor should it be, says DalÕs Communications and Marketing Office.

The office has just launched a new marketing campaign that reflects our reputation for academic excellence, while broadening our image to reflect the larger student experience. ItÕs a campaign with an edge; one that speaks directly to our target audience Ñ namely, 16 to 22 year olds.

ÒWe know that it speaks to them because we tested it,” says Jim Vibert, Director, who adds that despite DalÕs edgy new look, nothing in the campaign will put our well-earned reputation at risk.

ÒWhile the materials show a side of Dalhousie that might not have been seen before, it also shows off the best of Dalhousie,” he says. ÒWe tell the stories of five students who came here and found opportunities that truly inspired them; and two professors who have passion for what they do and open studentsÕ minds to new ideas.”

Individuality meets opportunity

For instance, professor Christopher Helland of the Sociology and Social Anthropology Department speaks eloquently in his web profile about critically engaging his students in his Sociology of Religion course. It is only near the end of the interview that we find out about the tattooes.

It is this mix of high academic standards, respect for individuality and vast opportunities for personal growth that characterize Dalhousie. The new campaign reflects these values, in an effort to Òcut through the clutter” of information the average high school student deals with on a regular basis.

The campaign was designed through a collaborative effort between Communications and Marketing and the RegistrarÕs Office, who worked closely to achieve their shared vision. The creative minds at Image Design put it all together.

This stage of the campaign is comprised of a website and a limited print ad campaign. Through the summer months, the campaign extends around the city to movie theatres, street advertising (and even to the beach!)

Although the campaign has had only a limited or Òsoft” launch, feedback has been overwhelmingly positive, with the campaign generating excitement around campus and beyond. For instance, the new website attracted over 1,200 visitors in its first weekend alone.