ITE makes like the sun

Singapore - ITE has launched a branding campaign titled ‘We make you shine' to position itself as an institute of choice amongst its stakeholders, playing up the successes of the education it provides.

The four-month campaign, created by Saatchi LAB, is targeted primarily at opinion leaders including employers, teachers and parents as well as secondary school leavers. It seeks to enhance its brand personality through advertisements featuring the success and work of ITE graduates. These ads are placed in newspaper dailies, on SMRT trains, at train stations as well as on buses and bus shelters.

Commenting on the media used, ITE's marketing communications manager Mathusuthan P said, "Through tracking the effectiveness of the various media we've used, both print and outdoor media seem to work well for us. But outdoor has a slight edge, which is now reflected in our media buy. Buses and MRT are the most effective platforms for ad recall. We also use quite a bit of in-train and platform stickers to reach out to the huge numbers of commuters. We have been working closely with various outdoor media owners like SMRT Media to ensure a successful campaign."