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Royal Roads wins global rebranding award

Thursday, February 28, 2013 - 12:26pm
Susan Down

The trophy case is getting crowded now that Royal Roads University’s 2012 rebranding campaign has earned another award – this time an international one.

The REBRAND 100 Global Awards were announced Wednesday, and the university was judged one of five “Best of” campaigns. Royal Roads and the other finalists, including cultural institutions and a grocery business from China, Switzerland and Australia, beat campaigns by industry heavyweights such as Kellogg’s, Starbucks and Gillette.

U.S.-based REBRAND is a global resource for brand transformation case studies.  The competition, for excellence in brand repositioning, is judged by a panel of international business, marketing and design executives.  

The REBRAND recognition is the latest in a series of industry accolades for the university’s rebranding initiative. In November 2012, the innovative Traits We Admire campaign earned Royal Roads and its creative agency, Cossette, two bronze and a silver medal at the national Marketing Magazine Media Innovation Awards, while competing against major advertisers such as IKEA, Loblaw and McDonald’s. Earlier that month, the university was named Advertiser of the Year at the Lotus Awards, which celebrates the best in the B.C. advertising industry.

"This global award is further proof of the strength of our rebranding campaign,” said Catherine Riggins, director, branding, marketing and recruitment at Royal Roads. "We are thrilled to be recognized at the regional and national level, and now at an international competition.”

“We know that our messages reach out to international audiences, and we are very pleased with this confirmation of it,” said Cyndi McLeod, vice-president of global advancement, marketing, and business development. “Royal Roads is a highly regarded educational institution receiving consistently positive reviews from those who know us best.”