Groundbreaking higher education institution University Academy 92 (UA92) has appointed Smoking Gun as its retained agency.
Co-founded by the Class of ‘92 and Lancaster University, UA92 has charged Smoking Gun’s B2B team with boosting awareness of its unique offering among leading businesses, brands and communities it serves.
Leveraging the B2B team’s media relations expertise, Smoking Gun will deliver a media relations brief to create a genuine buzz about the students, staff, courses and campus, driving corporate engagement online and off.
Through authentic storytelling, target audiences will be encouraged to become UA92 partners, advocates and supporters to help enhance the student experience, codevelop the curriculum and ultimately grow the UA92 business.
Outreach will also be focussed on enhancing the higher education institution’s brand reputation and its unique offering through headline grabbing news generation, bold thought leadership and by raising the profile of the expertise of its senior leadership team.
Sara Prowse, UA92 CEO, said: “We are a challenger Higher Education brand, bold and disruptive. Passionate about delivering exceptional education rooted in real-life industry experiences. Developing learners to be equipped not only with the skill set but the mindset for the ever-changing world of work. Mindful that today’s learners are tomorrow’s leaders.
“We were looking for a PR partner who could help us to amplify our voice and our deliberately different approach, which is changing lives through access to Education for All, regardless of background or postcode, and as a result creating a very diverse pipeline of talent for business.
“Smoking Gun took part in a highly competitive pitch process. We loved their drive, passion and ambition for us. We have shared values and we are excited to activate some of the exciting disruptive campaign ideas they shared.”
Caroline Aspinall, Smoking Gun’s commercial director and head of B2B, added: “Working with brands that are bold, brave and different defines Smoking Gun.
“UA92 exemplifies these values completely through its commitment to making higher education more accessible for underrepresented communities across Manchester and beyond.
“There’s a tangible buzz from the moment you arrive on campus, demonstrating that this is a truly trailblazing environment where the higher education rulebook is being re-written.
“Smoking Gun is renowned for delivering impactful campaigns and this win is the latest example of Smoking Gun’s ongoing journey of expansion and achievement.
“We can’t wait to see what this powerful partnership will deliver and the impact that we can create together.”
Smoking Gun’s B2B division delivers creative campaigns for a range of clients which include ESP Play, Best Western Hotels Group, Landwood Property Group, American Golf and Variety the children’s charity.
