Bright Ideas



Institution: , Winnipeg,

Implementation Date: September 2011

The University of Manitoba’s “Trailblazer” brand campaign embraced the typical stereotypes about Manitoba – that it’s cold, flat, and remote – and redefined those characteristics as unequivocal strengths, ultimately branding uManitoba prospective students, graduates and faculty as “trailblazers,” “visionaries,” “innovators” and “explorers.”

The first campaign featured photos of young children with statements of empowerment, demonstrating how the uManitoba harnesses potential and passion to create the trailblazers and visionaries that shape our world.

The second campaign focused on uManitoba researchers, and how a seed of discovery in childhood continues to drive their work today.

A social media contest for students encouraged them to submit videos describing themselves, using one of the key words in the campaign to “Define Your Future.” Prizes featured some amazing experiential learning opportunities.

The overall effect of the Trailblazer campaign is memorable and distinctive in the Canadian marketplace.

Key Contact

Name: Lori Yarchuk

Title: Associate Director, Marketing Communications


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