TORONTO, May 3, 2004 --  York University today unveiled the first-ever integrated advertising and “subway domination” campaign by a Canadian university at a news conference attended by academic, business and community leaders and student volunteers.

The Campaign

The reputation campaign positions York as a different kind of academic institution, offering a modern, interdisciplinary approach to study and research during a period when most students and their parents choose a university.  The downtown Toronto news conference highlighted the University’s estimated $3.4 billion economic contribution to the Greater Toronto Area (GTA), while identifying the need for an extension of the Spadina subway line through York’s Keele Campus north of Steeles Avenue. This extension will be the first connection to the Northwest quadrant of the GTA reaching beyond the City of Toronto’s boundaries.

In a show of support for the public campaign, York student volunteers congregated at St. George station, one of Toronto’s busiest TTC junctions, and offered morning commuters York-branded Metropass holders with information about the university and buttons promoting a subway to York. 

The fully integrated campaign features a complete branding of the St. George Station on all platform levels and advertising locations. The distinctive campaign also includes print advertisements in major daily newspapers and education publications, explaining the significance of interdisciplinary research to address complex societal issues. Prospective students are challenged to consider interdisciplinary studies at York, which offers nationally and internationally ranked programs in the sciences and social sciences, arts as well as law (Osgoode Hall Law School), business (Schulich School of Business), fine arts and other areas of study. 

Lorna R. Marsden, York president and vice-chancellor, explained that the campaign message is directed to students, both current and those contemplating study at a university in 2004. “This campaign is for students,” said Marsden. “Its purpose is to raise awareness of York in the community and to encourage students to come to York and take pride in the University and its unique qualities. This is an opportunity to shape perception of York University. We chose to do that in a bold and innovative way.”

Richard Fisher, chief communications officer, outlined the details of the campaign that was prepared by the doug agency of Toronto. “This campaign is about being an interdisciplinary university where we question every angle, innovate and break down traditional boundaries,” said Fisher. “York brings together thinkers from every discipline and also allows students to combine majors in completely different fields. That is an important part of the York U. difference.”

Doug Robinson, principal of the doug agency, explained the unique challenge of delivering the right York message for a varied audience. “What has been developed is a great new look and feel for York,” Robinson said. “It’s a rallying cry for the university - something both students and faculty can feel proud of. The key insight we tapped into was York's interdisciplinary approach - the nugget that differentiates York from other academic institutions.” See ads here: http://www.yorku.ca/ycom/pdf/subway_1.pdf

York’s Contribution to the GTA

Ted Spence, York’s senior policy advisor and executive director, Institutional Research and Analysis, outlined the economic difference York University makes to the GTA. With the largest single post-secondary campus in Canada, York has more than 47,000 students and 7,000 faculty and staff studying and working in the northwest quadrant of the GTA.

“Eighty-eight per cent of York students and 90 per cent of faculty live in the GTA,” said Spence.  “Together, they and our alumni contribute more than $3.4 billion to the economy. York’s at the centre of the GTA and our growth continues to reflect the growth of this region.”

York’s Keele campus is the largest post-secondary campus in Canada. York students spent $268 million in the GTA in 2002-2003. 

York alumnus Jian Ghomeshi, host of CBC Television’s “Play”, served as master of ceremonies at the presidential breakfast. Ghomeshi recounted how York’s interdisciplinary approach to study gave him an opportunity to pursue many different interests that helped prepare him for a career as a broadcaster, journalist, musician and commentator.

Dozens of student volunteers and supporters took part in the event, which began with a media conference at the Duke of York pub. Students treated guests to a spirited tour of the St. George subway station with evident pride in their university with a difference.

St. George station, one the busiest stations on the TTC network serving 225,000 riders per day, is the junction where riders catch the Spadina line north to Downsview station and the 1,000 buses a day currently completing the trip to the Keele Campus.

-30-

For further information on York University’s economic contribution to the GTA, please see the backgrounder at: 

http://www.yorku.ca/ycom/pdf/subway_backgrounder.pdf

For media inquiries, please contact:

YU/065/04