Abertay had been something of a Cinderella University beside the larger academic institutions in the area at St Andrew's and Dundee but, as we examined the brand, we saw that the new courses that they were developing like Computer Games Design and Forensic Science occupied a space between traditional university disciplines.
We called it white Space and once the ads had rolled out, Abertay rose from being the University of last resort to being the University of choice for many students. Not only did applications soar but the quality of candidates rose dramatically too.
The "White Space" campaign extended into posters, radio commercials and digital executions .
