LIU Makes its Network TV Debut
Commercials developed in a collaboration between Long Island University and EUE Screen Gems to air on NBC and CBS throughout Summer 2012
Kim Volpe-Casalino,Assistant Vice President for Public Relations
Long Island University,
Brookville, N.Y. -- Ten commercials featuring real Long Island University students are debuting on network television this summer—a first for LIU. The spots will air on popular programs including NBC's "Today Show" and "Late Night with Jimmy Fallon," and CBS' "The Late Show with David Letterman."
Produced by EUE Screen Gems Studios, the spots feature non-actors—real LIU students—who share their own success stories. Shot in black and white in extreme close-up, the commercials are at once cinematic and intimate. Each testimonial is punctuated by LIU's new positioning idea, "Find Out How Good You Really Are."
"The thematic urges potential students to attend LIU where they can achieve their full potential. It is a challenge, a rallying cry, a reaffirmation of each potential student's talent and worth," explains John Ferrell, former creative director of Young and Rubicam, who was brought in to collaborate with LIU's marketing and public relations team.
The spots are 15 seconds in length and will always run in pairs that "bookend" a commercial break. This gives the multicampus institution the opportunity to showcase two different faces of LIU during each airing.
The commercials first appeared on cable television, in movie theaters throughout the New York Metropolitan area and on YouTube and Facebook earlier this year, playing a critical role in the launch of LIU's Rebranding and Recruitment Initiative.
The multiplatform initiative, which united Long Island University's six campuses under the LIU brand, dominated the market for several months in both traditional and digital media. In addition to the cable and cinema buys, ads ran in major newspapers; in the New York City subway system; on Long Island Railroad platforms; on billboards in high-traffic areas, including Times Square; and on the Web. In fact, at one point, LIU ads occupied more than 50% of the available signage in Penn Station. Network television seemed like the next logical step.
"Opportunistic buying enabled us to add network at this point in the campaign, greatly expanding our reach and taking the initiative to the next level," says Ferrell.
In its ninth decade of providing access to the American dream through excellence in higher education, LIU is a multicampus, diverse, doctoral institution of higher learning. One of the largest and most comprehensive private universities in the country, the University offers more than 575 undergraduate, graduate and doctoral degree programs and certificates, and educates over 23,000* students in degree-credit and continuing education programs in Brooklyn, Brookville (LIU Post), Brentwood, Riverhead, and Rockland and Westchester (LIU Hudson). Other academic units include LIU Pharmacy (the Arnold & Marie Schwartz College of Pharmacy and Health Sciences), which prepares students for successful careers in the fields of pharmacy and health care; LIU Global, which provides a wide range of study abroad options at overseas centers in China, Costa Rica and India, and through programs in Australia, Ecuador, Peru, Taiwan, Thailand and Turkey; and LIU Online, which harnesses the latest technology to offer online and blended programs.
LIU's more than 630 full-time faculty members provide outstanding instruction, which is supplemented by internships and cooperative education opportunities. The accomplishments of nearly 185,000 living alumni are a testament to the success of its mission – providing the highest level of education to people from all walks of life. The institution also provides enrichment for students and the community through the world-class arts programming at LIU Tilles Center, NCAA Division I and II athletic teams and the nationally renowned George Polk Awards in journalism.
*This number includes high school students enrolled in one or more degree-credit courses.
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