MEDIA RELEASE
Student City

14 February 2011

Student City appoints new coach

Student City Palmerston North is looking good as coordinators prepare to welcome the annual influx of students with a brand new logo and social media campaign.

The new look comes with a new direction for the brand, which aims to position Palmerston North as a preferred tertiary destination, and ensure students enjoy positive experiences of the city as part of the Student City team.

Fictional character, Coach Dan, is the face of the campaign, appearing in a series of YouTube clips designed to champion the unique benefits of life in Student City http://www.youtube.com/watch?v=bAc8N1s9hw4

Through a unique blend of humour and ridiculousness, Coach Dan communicates the low living costs, cheap broadband, free buses and social events associated with the Student City experience.

It’s a humour that’s not lost on the city’s current students, with one member of a recent focus group describing the Coach Dan clips as “just perfect”, while others said they would not hesitate to share the clips with friends.

Student City team manager, Mark Maxwell describes the team concept as having “universal appeal”, and humour as “an ideal vehicle for communicating what Palmerston North has to offer to a young, media savvy market”.

“Students contribute around $1.4 billion to the Palmerston North economy every year, so they’re a major part of our community”, he said.

“The Student City brand promotes a balanced student lifestyle and provides students with a sense of belonging, while encouraging the wider Palmerston North community to get in behind the leaders of tomorrow.”

Mr Maxwell said the clips are designed to attract the attention of those considering tertiary study, generate conversation about Palmerston North as a tertiary destination and draw students to the Student City website: www.studentcity.net.nz.

This website provides more information about life in Student City, the high quality of Palmerston North’s tertiary providers and upcoming student events.

The first of these events is Student City O Week, a week of hypnotists, comedy shows, and fun, culminating in the free Student City Day concert to be held in The Square, Saturday March 5.

Ends

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