James Cook University
James Cook University partnered with Vetta Creative to strengthen consideration and drive applications across North Queensland. With awareness already high in key catchments, the work needed to influence choice, build confidence, and prompt action among school leavers, mature-age students, and postgraduate prospects in a market increasingly shaped by online and interstate competitors.
Across JCU Prep, Radio and Out-of-Home activity, the campaign suite combined informational and awareness messaging with clear behaviour change intent. Each execution was grounded in audience segmentation and designed to remove barriers that prevent prospective students from taking the next step, including uncertainty about eligibility, perceived complexity, and self-doubt about returning to study.
For JCU Prep, social media advertising and billboard creative positioned the program as a fee-free, accessible pathway into university study. The creative platform focused on readiness and personal agency, reframing university as achievable and supported, and aligning activity with key enrolment windows to encourage immediate application.
The radio campaign extended this platform through testimonial-led storytelling and a consistent audio identity, reinforcing JCU as a practical partner in progress. Messaging was structured to speak to different audience segments with a tone that felt grounded and authentic, supporting consideration and confidence at scale.
The Out-of-Home redesign addressed a critical consideration gap. While JCU was widely recognised, existing OOH lacked impact against competitors. A cohesive suite of digital and static OOH assets was developed across Townsville, Cairns and Mackay, including roadside billboards, airport placements and full bus wraps, strengthening presence in high-frequency commuter environments and improving message clarity in seconds.
Vetta Creative delivered Creative Strategy, Creative Direction, Account Management and Creative Development and Production, managing stakeholder feedback and approvals directly with JCU teams to support efficient delivery across multiple stages.
The work contributed to measurable uplift in JCU Prep outcomes year-on-year. JCU reported a 34 percent increase in offers for Trimester 1 2026 compared to Trimester 1 2025, alongside a 20 percent increase in enrolments. The most significant change to the campaign over that period was the introduction of new creative, supported by a modest increase in media spend.
Digital performance also reflected strong audience response. The Meta activity reached more than 213,000 people, delivered a 1.29 percent click-through rate, and generated just under 291 leads during the campaign period.
Performance evaluation for the broader radio and out-of-home activity is ongoing, however the integrated campaign suite has strengthened consideration and supported enrolment objectives through consistent messaging across digital, audio and high-impact public environments.
