University of Arizona OOH Case Study Problem How does a university reinvent its image? Solution Use OOH formats to tout recent accomplishments to the local commu- nity. Background The University of Arizona (UA) is located in Tucson, AZ, and is 100 miles south of Phoenix, which is home to Arizona State University. UA, the state’s oldest university, and ASU, the state’s largest university, have long had an often contentious rivalry. UA has about 37,000 students while ASU tops 66,000. UA’s previous campaigns were based on the slogan “Arizona’s First University.” When officials surveyed people about the slogan, they realized the percep - tion of UA’s slogan was, “We’re old.” The goal was to change the mind set from an “old” to a “world-class” university. Objective The University of

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