Bright Ideas

Name-Dropping “Luminaries”

Institution: ,

Implementation Date: September 2012

Trent University launched a significant national brand campaign in 2012 featuring beautiful full-colour photography of famous alumni.  The “Luminaries” campaign included a Luminaries microsite, Toronto Transit campaign, and large magazine and newspaper ads in which every headline included a “T” which was replaced with the Trent logo.

Particularly striking is the number of household names that Trent features among their alumni, such as Don Tapscott (“business visionary, bestselling author of 14 books…”), Yann Martel (“international bestselling author, winner of the Man Booker Prize for Life of Pi…”), and Linwood Barclay (“former humour columnist for the Toronto Star, author of 4 non-fiction books and 11 novels…”).  Few Canadian universities have launched a brand campaign with such visually-arresting photography, or dropping such well-known names.

The Luminaries landing page includes videos with selected alumni and behind-the-scenes videos as well:


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