University’s ‘Don’t Go To Bradford’ campaign shortlisted for top marketing prize

A PROMOTIONAL campaign that turned prejudices about Bradford on their head has seen the University of Bradford nominated for a national marketing award.

“Don’t Go To Bradford” was a campaign released last summer to attract people to come and study in the city. It featured young people listing common criticisms of Bradford made by people from outside the city, such as “it’s boring” and “there’s nothing to do,” before highlighting what the city has to offer to young students, from its nightlife to parks and cultural centres.

The video, which was shared on social media and on the university’s website, was filmed by Revolution Viewing in locations including North Parade, Lister Park, the City Park fountains and the National Media Museum.

Now the video has led to the University being nominated for a Charted Institute of Marketing Northern Award in the Digital Campaign category. The university will be up against the NHS and Widnes Vikings in the category.

A virtual reality tour of the university campus, given to prospective new students across the country, has also been nominated, in the “best use of creative” category, where the university is up against Catapult PR, Newcastle International Airport and Widnes Vikings.

The awards were set up to recognise marketing campaigns in the North of England.

Emma Bridge, Associate Director (Marketing Communications) at the University, said: “We’re incredibly proud to have been shortlisted for the CIM Northern Awards with two of our most successful campaigns this year.

« Our Don’t go to Bradford video has been capturing attention worldwide since its launch last summer and we are so pleased to be shining a positive light on the city with it.

« Our Virtual Experience launched in March this year and the reception to it has been amazing too. We use it across the UK and internationally to give prospective students a glimpse not only at our campus but the city too through virtual reality headsets.”

The awards are held in Manchester on Thursday November 9 and will be presented by TV presenter Andy Crane.

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