University of Westminster, supported by the British Film Institute (BFI) and the Regent Street Cinema, created a master’s programme called Business Of Film, to launch students into careers in film and television distribution, management and business. With full and part-time pathways available for September 2023 and January 2024 starts, we were tasked with raising awareness and consideration for the new postgraduate course.
We planned a full funnel campaign across Display, LinkedIn, Meta and Google Ads as well as partnerships with both Postgrad.com and Prospects, plus advertorials, display and LinkedIn within BFI’s own channels and Screen International magazine.
The channels used within this campaign drove a significantly higher reach than anticipated, leading to over 12x the number of predicated impressions.
Additionally, website traffic was obtained more cost-effectively than predicted within the media plan.