Introducing the world to the inspirational teaching and students at UWC Atlantic College
At first glance UWC Atlantic College might look like any other independent school, but that’s simply not the case.
This college housed in a gothic castle formerly owned by publishing magnate William Randolph Hearst on Llantwit Major’s coastline is in fact home to 350 students from 90 countries, is the founding college of the International United World Colleges movement and is credited with the development of the International Baccalaureate.
In 2012 we were appointed to head the UK and international media campaign to mark the 50th anniversary of the college’s founding. The success of that initial campaign, which achieved widespread Welsh, UK and international coverage, led to us being retained as their official PR and media agency.
Since then we have worked to build on that success and establish the reputation UWC Atlantic College deserves, as one of the world’s leading pre-university education providers.
We’ve achieved this by establishing its principal as a national education commentator with (to name a few) the Telegraph, Times, Guardian and Independent, promoting its unique co-curricular educational offering and guiding mission, and sharing the inspirational stories of its multicultural student cohort.
In 2014, Kainat Riaz and Shazia Ramzan enrolled at the college, bringing with them the eyes of the world’s media. The two girls are friends of Malala Yousafzai and were both hit in the 2012 Pakistan attack. We were on hand to carefully select and manage each media opportunity to ensure the girls’ wellbeing and minimise any disruption to their studies.
Coverage of their arrival included filming with international broadcasters CBC News and CBS News, a five-page exclusive profile with the Sunday Independent’s Magazine, and interviews with BBC Radio 4, BBC Wales News and Radio Wales.
In November 2015, just two days before the now infamous parliamentary debate on planned air strikes in Syria, the international students from UWC Atlantic College travelled to the House of Lords to share their personal views of the European migration crisis. Many of the students were refugees themselves, including several from Syria.
We ensured that the national press was in attendance to hear the stories of their journeys to South Wales and lives at the college. Students were also interviewed at the BBC’s London Millbank studios, followed by interviews with S4C, Wales Today and BBC 2’s Sunday Politics Show.
We also play an integral role in organising high-profile on-site events, including royal visits from Her Majesty Queen Noor of Jordan, The King of the Netherlands and Her Majesty Queen Elizabeth II and The Duke of Edinburgh.