Lancs university to promote courses to students across UK

The University of Central Lancashire, the UK's sixth largest, has picked Mitchell Patterson Grime Mitchell to raise its profile at a time when students are growing more choosy about their courses.

The appointment is the precursor to a print campaign that concentrates on the university's reputation for providing graduates with a good grounding for employment.

The strategy is encapsulated in the theme of the campaign, which describes the university's students as: "The ones to watch because they're hot."

The advertising will break initially across the North West and is likely to extend into the London area. John Ayling & Associates will handle media buying.

Mitchell Patterson won the brief after a five-way pitch.

The new work makes its point by showing students as so "hot" that they can melt the contents of ice-cream vans and set off fire extinguishers.

Roddy Kemp, a Mitchell Patterson partner, said: "The university is one of the most modern in the country, is highly successful and isn't hamstrung by debt like other universities. The problem is that not enough potential students know where it is or what it stands for."