Today, Trent University unveiled the fifth and final in a series of new advertisements developed to raise the profile and reputation of the Institution, and differentiate it from other universities. Anchored in the outcome of the institutional positioning work completed in 2013 (see www.trentu.ca/collaborative), the tagline "Challenge the Way You Think" gets to the heart of the Trent difference.

That difference is brought to life through provocative headlines and original illustrations that stand in stark contrast to other advertising in the sector. The originality of the approach will not only help Trent to stand out despite a relatively small media budget, but speaks in every way to the student experience at Trent. "Challenge the Way You Think" illustrates how Trent develops graduates with exceptional critical thinking skills through a collaborative learning environment that thrives on debate and different perspectives. The line also encourages the reader to challenge the way they think about Trent.

The advertising was developed by BrandHealth, a Peterborough-based international advertising agency. 

Members of the Trent community will recall last year’s Luminaries campaign that showcased Trent faculty and alumni in leadership roles across a variety of sectors and professions. Marketing & Communications will continue to utilize this approach to build Trent's reputation for attracting outstanding faculty and developing accomplished graduates. Trent professor Dr. Tom Whillans and Ph.D. candidate Theresa Stotesbury are the next to be profiled on the website accompanying the new advertising: www.trentu.ca/challenge as a "Trent luminary that challenges the way we think". 

This new approach to Trent's institutional advertising is in response to the Academic Plan which called for a "radical change in both the process of developing a brand and in the messages that we convey about ourselves.”

One more advertisement will be rolled out in the series, over the next few weeks, placed in The Globe and Mail, Toronto Star, subway platforms in Toronto, selected media in Toronto, key local community papers. Placing a special emphasis on building awareness of the Oshawa campus, the campaign will also run on buses and in Go Trains in the Durham region. The ads in the Durham market draw particular attention to the Oshawa campus.