Riding on the UOW brand

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UOW College Hong Kong (UOWCHK) kicked off its publicity and student recruitment campaign with a bang this spring.  Taking a cue from recent survey results which showed that connection of the College to a university who lends strong support is deemed a key factor in student recruitment, the 2022 campaign will devote a good part of its efforts to the UOW brand, its relationship and real benefits. 

Among the publicity media used this year is a highly visible, full-bodied bus advertisement.  Painted in the attractive navy-red-white livery and colour scheme of UOW, the double-decker Dennis Trident Enviro 500 bus starts plying the No. 42 route across the Kowloon peninsula from 1 March for eight weeks.  In a journey of about 40 minutes the bus travels between Tsing Yi Island in the western part of Kowloon and the Shun Lee Estate in Kowloon East, through some densely populated neighbourhoods of the College’s traditional ‘catchment areas’ of students. 

The bus has a large body measuring 12 x 4 metres on each side and is ideal for outdoor advertising.  At the front of the bus by the route indicator is the slogan “Partnering with U for Hong Kong” (a subliminal hint of ‘UOW’), while its Chinese translation is at the back of the bus.  Next to the entry and exit doors of the left side is a prompt line alerting commuters where to alight (‘Regal Oriental Hotel’ stop) for a short walk to UOWCHK’s Kowloon City campus.   Prominently displayed on the upper deck side panels of the bus are the College’s logo, key articulation figures of UOWCHK graduates, and the range of academic programmes on offer.  

Inside the bus the opportunity has been taken to put banner ads featuring the articulation figures and graduate employment statistics on seatbacks together with a photo of the College’s Kowloon City campus.  The vehicle will surely help raise the profile of the College, including its lineage with the University of Wollongong.