April 22, 2005 – The University of the Virgin Islands will highlight the territory's natural beauty in a new advertising campaign geared to let the U.S. mainland know about academic opportunities in a warm, tropical setting.
"We want people to see our natural colors," Patrice Johnson, UVI public relations director said Friday. "Our new brand highlights cool colors like the Caribbean sun, orchid, coral, melon, our turquoise sea, Caribbean green and our white, sandy beaches."
The brand image campaign is the first of its kind for the 43-year-old university. "The university is ready to roll out its new brand to more effectively and efficiently communicate its reputation for excellence," UVI President LaVerne E. Ragster said in a release.
Joseph B. Boschulte, UVI vice president for institutional advancement, said he hopes the "Specializing in Futures" campaign "will position UVI not only as an institution of higher education with impeccable academic programs, but also as a university that is in touch with its diverse stakeholders." Boschulte's office is responsible for the image campaign.
The campaign, which began in the territory this week, features print ads, billboards, banners and radio spots. Johnson said, "The print ads highlight messages that are as varied as where to find out about scholarships, professional and small business development, and UVI's historically black college and university status." Johnson said later in the year the campaign will be introduced in the Eastern Caribbean and on the U.S. mainland.
Johnson said, "Because UVI is a 'university of place,' we want to make sure our tropical setting is prominent in the new brand." She said new typefaces, fresh design templates and bold photography are features of the new look. The UVI watermark, logo, mantra and theme are always positioned as one unique brand element. UVI's website, Johnson, said, will be overhauled to reflect the new campaign.
The image campaign was created by Baltimore-based Sahara Communications, a female-owned advertising and public relations agency that has done similar work for other historically black colleges and universities, according to Johnson.
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