“It is always an honour to be acknowledged by one’s peers, especially in light of such formidable competition,” said Richard Fisher, York’s Chief Communications Officer. “Reputation campaigns are among the most difficult to do well and the challenge was also to emphasize how York’s interdisciplinary approach is so different from most other universities.”

The annual awards for education advancement are sponsored by the U.S.-based Council for Advancement and Support of Education (CASE). York’s highly original and innovative advertising campaign was singled out by CASE judges for effectively heightening awareness of the university’s brand identity and unique strengths.

York also received a national CASE Gold Award in the best community/public relations program category for its public relations “subway domination” advertising campaign launch event. The fully integrated subway station domination campaign featured wall-to-wall advertising in the St. George subway station, showcasing York’s new ads and York branding for a one-month period on all platform levels and advertising locations.

On the day of the launch, morning subway commuters were greeted by York students handing out branded giveaways and information about the university. A media conference, featuring York alumni and the Spirit Squad, was held announcing the campaign at a local pub later that day, coinciding with the release of a report detailing York’s presence and $3.4 billion contribution to the local GTA economy. 

“The public relations program garnered unprecedented positive media coverage and publicity for York, said Fisher, adding, “It also gave the York community what one faculty member described as ‘a huge morale boost’.” 

The subway and newspaper ads were prepared by the ‘doug’ agency of Toronto and provided the springboard for the university’s public relations activities, including the promotion of the $3.4 billion economic impact of York on the Greater Toronto Area and the need for the extension of the subway line through York. The ad campaign focused on York being an interdisciplinary university where traditional academic boundaries are broken down.

“We wanted to get away from the traditional ‘ivy-covered’ university advertising and concentrate on York’s unique and innovative approach to education,” said Doug Robinson, principal of the ‘doug’ agency.

See ads here: http://www.yorku.ca/ycom/pdf/subway_1.pdf

In the admissions category, York received a CASE Silver Award for its 2004-2005 admissions/recruitment book Enter Here.  Highlighting the transformative nature of pursuing a university education, Enter Here provided a comprehensive and graphically pleasing introduction to York for prospective students interested to redefine the possible at Canada’s leading interdisciplinary research and teaching university.

Headquartered in Washington, D.C., CASE is the professional organization for advancement professionals. CASE annually recognizes excellence in the field of educational advancement through its Accolade awards program. Awards are given to institutions in different geographic areas and internationally for success and innovation in student recruitment strategy, alumni relations, fundraising, government relations, public and media relations and publications.

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York University is the leading interdisciplinary teaching and research university in Canada. York offers a modern, academic experience at the undergraduate and graduate level in Toronto, Canada’s most international city.  The third largest university in the country, York is host to a dynamic academic community of 50,000 students and 7,000 faculty and staff, as well as 180,000 alumni worldwide. York’s 10 faculties and 21 research centres conduct ambitious, groundbreaking research that is interdisciplinary, cutting across traditional academic boundaries.  This distinctive and collaborative approach is preparing students for the future and bringing fresh insights and solutions to real-world challenges.

For more information, or to arrange an interview, the media should contact:

Jeff Ball, Media Relations, York University, 416-736-2100, x22086 / jball@yorku.ca