The students of the Advertising and Public Relations Degree at University CEU Cardenal Herrera have again participated in the Intensive Programme (IP) in Advertising that took place this year in Southampton (UK) between 1st and 7th March.
Eight students of University CEU Cardenal Herrera together with other 24 students from universities in the UK, Belgium, Finland and Germany have participated in this international exchange programme. They were: Isabel Díez, Patricia Cerdán, David Chaqués, Johanna Koberlt, Miguel Croissier, Iciar González, Ana Hervás and Benjamín Brull. The last two students have in addition formed part of the winning group, the Southampton Team.
During the IP programme, the students attended classes on advertising strategy, creative thinking, creative use of media in a digital context and producing of an advertising campaign, given by professors Caroline Barfoot (Solent Southampton University), Nik Mahon (University of Southampton), Pepe Martínez (Vice Dean of Advertising at CEU-UCH) and Ed Gould (creative director of Carswell Gould Agency).
Hampshire Culture Trust challenge
The Intensive Programme in Advertising challenged the participants to create an advertising campaign for a company or an organization. First of all, every university had to conduct a research on their national level. Then, at the IP meeting, they shared the background information with other universities from different countries and after receiving a description of the advertising company or organization, they formed international teams and in a record time of 3 days drew up an advertising campaign.
This year, the IP client was Hampshire Culture Trust, a semi-public organization that manages the majority of cultural attractions of the Hampshire County. The aim of the campaign was to achieve a widespread reputation of Hampshire as a tourist destination and to attract visitors from both England and the rest of Europe.
Hampshire is a county situated at the north of England. Its most renowned attractions are Winchester Cathedral, Titanic Museum, beaches of Portsmouth, Jane Austen’s House and magnificent natural heritage represented mainly by the New Forest Park. The campaign of the winning team focused mainly on attracting families by using the slogan: ‘Memories in Hampshire last forever’. It involved different actions focusing on attracting visitors as well as on motivating them to share their experience and spread the word about Hampshire.