THE BRIEF: To rent 18,000 student beds across 30 cities – The Media People have been tasked with delivering a fully integrated advertising campaign that ensures all rooms are let, with very few voids.
THE RESULTS: Successful lettings across all sites and cities, consistently, for the last 8 years.
THE PROCESS: Due to their age and movement from property to property each year, students are like nomads. This makes them a more transient audience to reach and so, there can be obstacles. The key to this campaign was understanding seasonality, the tone of digital messaging, the most impactful environments and the perfect media channel mix that best delivers rentals. Just as every student is different, every city and accommodation site vary along with them. That’s why a tailored approach to each site is paramount.