It was clear to us that Air had taken the time to really understand our target audience and this insight helped to create a highly effective campaign that worked well across a range of different media.
Jo Bruce, MarComms Manager,
Nelson Thornes Ltd
Nelson Thornes - one of the UK's leading educational publishers appointed Air after a successful pitch. Our first brief; creation of an advertising campaign to run in The Times Educational Supplement which would also extend onto subject brochures, website, classroom posters and direct mail pieces. The objective of the advertising was to increase awareness to the teaching community of the exclusive partnership between Nelson Thornes and the UK's leading examining board - AQA.
Our creative team approached the project from a teacher's perspective and whilst making it very clear that AQA endorses Nelson Thornes we placed emphasis on the end benefits of this partnership - ultimately to facilitate better learning for pupils thus enabling them to realise their ambitions and dreams. These 'I want to...' aspirations were made very real and personal through pencilled doodles on everyday lined paper.