KNOXVILLE — Eight University of Tennessee seniors will be in Dallas June 13-14 for the American Advertising Federation’s National Student Competition.
The team from the School of Advertising and Public Relations beat out 11 others to take first place in its district in April.
Team members are: William Bryant, Kingsport; Patrick Conlon, Johnson City; Andrew Foust, Powell; Shelley Godwin, Franklin; Walker Henley, Memphis; Anne Hwang, Chattanooga; Allison Vandergriff, Blountville; and Kea Wheeler, Taylor, Mich.
Associate Professor Margaret Morrison is team adviser.
Each year a corporate sponsor outlines the history of its product and current advertising position. Students must research the product and its competition, identify potential problem areas and create an integrated communications campaign for the client. The teams then pitch their ideas to a panel of judges.
This year, Creative Asylum, the name adopted by UT’s student team, created a campaign called Visit Florida, to increase lodging in Florida.
“The creative strategy that guides the campaign is to see Florida in a new light, immerse your senses in new and exciting experiences with every visit,” Morrison said.
“All of the advertising executions, promotional ideas and the tag line, ‘A different kind of sun,’ are based on this strategy,” she said.
Kea Wheeler said it took countless hours to come up with a creative campaign for the client.
“I expect the national contest in Dallas to be very competitive and it will be very hard to place,” Wheeler said. “I have been practicing my part of the script and trying not to get too stressed since our team will give the first presentation of the competition.”