Summary

Introducing the world to the inspirational teaching and students at UWC Atlantic College

Objectives
  • Establishing the principal and college staff as education thought leaders
  • Raising awareness of the college’s contribution to the development of the International Baccalaureate    
  • Telling the story of the college and its mission to potential students with a view of increasing applicants
  • Raising awareness of UWC Atlantic College among those involved in promoting environmental sustainability and conflict resolution in the UK
Results
  • Media profile secured with leading national, international and Welsh media and education publications (a few include: BBC World Service, The Telegraph, The Times, Huffington Post, The Week, Times Educational Supplement, CBC News (Canadian Broadcasting Corporation), CBS News, The One Show, BBC Wales Today, BBC Radio Wales.
  • Education editors now come to the college principal as a result of positioning him as a thought leader in education
  • Open day figures increase dramatically each year
Open day attendance targets exceeded each year
An average 609,636,541 opportunities to see UWC Atlantic College’s key messages each year
Event and media support provided for three Royal visits and four events at the House of Lords
Online thought leadership platforms secured for college’s Principal with Telegraph.co.uk and Huffington post
How we did it?

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.