During the 2012 NAFSA Conference and Expo, the GoAbroad Team was pleased to announce the winners of the 2012 Innovation Awards. As part of a continued effort to recognize the hard work and dedication this year’s nominees, GoAbroad will be sharing individual features of the 2012 GoAbroad Innovation Awards finalists over the coming weeks. This week, we are thrilled to bring you the Innovation in Marketing Award finalists!
Please join us in congratulating the following finalist of the Innovation in Marketing Award:
Athena Study Abroad
“Colors of the World Visual Marketing Campaign”
Athena Study Abroad’s marketing approach at captivating its target audience of college students started not with words, but with imagery. Since there are no words that can truly capture the experience of studying abroad – discovering a new world, discovering yourself – Athena’s in-house design team attempted to create a visual that could capture the experience.
More intense than a well-crafted slogan, Athena’s vivid swirling rainbow theme is reflected across all of Athena’s marketing initiatives, unifying the brand across the company’s website, catalog, flyers, and social media. The rainbow colors of the theme represent the differing races, genders, religions, etc. captured in the experience and participants of study abroad. The circular swirls represents both the roundabout way that many of us have to travel to discover ourselves, as well as the concept of the karma-like cycle of giving and receiving. The artwork inspired the previous website, catalog, and other marketing initiatives, and was a sparkplug for the company’s current theme.