Lakehead University Appoints New AOR

    THUNDER BAY, ON, Dec. 6 /CNW/ - Lakehead University is pleased to
announce it has hired the services of Toronto-based agencies Fantail
Communications and BIG to handle its next generation of marketing
communications requirements for an initial term of three years. Fantail/BIG
joined forces to respond to the RFP and won the account based on a
collaborative strategy of providing targeted expertise in public and media
relations, publications, awareness building, and branding.
    "As the new AOR, Fantail and BIG will work closely with Lakehead
University to help achieve its short- and long-term marketing goals, including
strengthening marketing integration efforts among marketing-driven departments
such as Communications, Admissions and Recruitment, Advancement, and
Continuing Education and Distributed Learning," explains Lakehead University
Director of Communications Eleanor Abaya. "Of the 15 agencies competing for
the Lakehead University account, Fantail/BIG best demonstrated knowledge of
the university sector and the particular challenges and opportunities facing
Lakehead University. They were the clear winner."
    Jim Warrington, President of Fantail Communications says, "Fantail and
BIG separately have had opportunity to work with Lakehead in the past, and we
were particularly attracted to Lakehead because it has stood out from other
institutions of higher learning in its willingness to innovate and experiment.
In 2003 when the university first started its awareness-building campaigns,
Lakehead was the first to use cinema and bus shelter advertising in the GTA.
And, of course, the university hit a publicity streak with their edgy
YaleShmale postering campaign, which was also a great case study in effective
viral marketing. This willingness to push boundaries in a normally staid
sector is what makes Lakehead attractive to us."
    Lakehead University President Dr. Fred Gilbert adds, "Lakehead University
is special in the way we are prepared to experiment by travelling the less
well-worn path. Our students tend to be individualists who create their own
opportunities. It requires a special type of marketing services agency to help
us convey Lakehead's particular strengths within the cacophony of university
sector advertising. The combination of Fantail and BIG should help us maintain
our hard-won advantage in the competitive university marketplace."

    Fantail Communications has worked on major groundbreaking PR campaigns,
including the HSBC Bank Canada Fans Face Off hockey sponsorship activation
program, Xstrata Nickel, Rogers and Shoppers Drug Mart LifeFest, while BIG
does work for the Ramada chain, Bruce Telecom, and the Royal Winter Fair.
    Fantail/BIG began working with Lakehead in an official capacity as of
December 1, 2007.

    About Lakehead University
    Lakehead is a comprehensive university with a reputation for innovative
programs and cutting-edge research. With a main campus located in Thunder Bay,
Ontario and a campus in Orillia, Ontario, Lakehead has over 7,700 students and
2,250 faculty and staff, and is home to the west campus of the Northern
Ontario School of Medicine. In 2006, Research Infosource Inc. named Lakehead
University Canada's Research University of the Year in the undergraduate
category. For more information on Lakehead University, visit

For further information:

For further information: Media: Dr. Gilbert, Eleanor Abaya, and Jim
Warrington are available for media interview; Please contact Heather Scott,
Communications Officer, at (807) 343-8177 or to arrange
interview times or if you have any questions about this announcement

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