While the Collège Boréal brand and its many locations are well recognized and deeply rooted in Northern Ontario, the school needed to promote and establish its downtown Toronto campus as an exceptional centre for studying in French.
In order to change current perceptions of the college’s Toronto Campus and the educational opportunities it offers to Franco-Ontarians, we knew that our strategy needed to be original and delivered in an unconventional way.
Through close collaboration with the Collège Boreal team, CLD developed a contemporary approach that would resonate with a young target audience. The campaign, inspired by graphic novels, follows three students who are anxious about their future through their daily activities. Their stories illustrate how Collège Boréal’s diverse offering of programs addresses a wide variety of educational needs and interests.
Through the individual narratives we establish the college’s Toronto campus as a destination of choice for Franco-Ontarians, defined by the tagline, “Boréal Toronto, ma vie, mon avenir, mon collège” [Boréal Toronto: my life, my future, my college].
The graphic novel is supported by strategically employed display-stand banners featuring the characters and a new, responsive website that addresses the needs of a young, connected audience.
The website itself was created with the mandate to provide the same program information as is available in printed brochures. Extensive forms in the website’s control panel allow staff to enter and edit program and course details which are then categorized for display on the website, providing visitors who are interested in the campus’ offerings a uniform browsing experience.