Citizens School: Reimagining education for the 21st century

Damayanti Purkayastha, Peter Jacobs, Matt Butterworth

Citizens School developed the brand purpose Power of Choice and ran a PR-led campaign to launch a school in Dubai, enrol 175 students and position itself as a disruptive education brand.

Campaign details

Brand: Citizens School Brand owner: Citizens School Entrant company: MullenLowe MENAIdea creation: Initiative MENA Dubai Market: United Arab Emirates Sector: Educational, universities Media channels: Online display, Search marketing, Radio & audio, Newspapers, Social media, Websites & microsites, Television & Connected TV, Email marketingBudget: Up to 500k

Executive summary

A new school was being launched for 3-to-17-year-olds in downtown Dubai. It needed 200 students by the time the doors opened. The objective was to create a brand strategy and communications programme that built...

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