LSU launches ‘Champion’ campaign to amplify BCS game effects

To capitalize on the extra media attention LSU is getting for its undefeated football team as it prepares for the Jan. 9 BCS title game against Alabama, the university’s communications team is launching a “Champion” campaign to showcase the school’s academic successes. The goal of the campaign is to boost undergrad and graduate recruitment with increased focus on LSU’s academics. “The LSU Office of Undergraduate Admissions & Student Aid reported that the last time LSU was in the BCS championship game, in 2007, freshmen enrollment rose by 12% for the year,” says Emaan Abdelbaki, LSU director of marketing. “After the 2003 BCS Championship game, there was a 5% freshmen enrollment increase.” Private donations to the university also spiked in 2007, and it’s estimated that merchandising revenue increases by more than $1 million during BCS championship years. The university says it will soon begin rolling out LSU “Champion” messages on billboards, bus shelters and streetcars throughout New Orleans, where the title game will be held. People flying into Louis Armstrong New Orleans International Airport will also see messages in high-visibility areas throughout multiple concourses. The campaign will highlight the ways LSU champions education, research, service, diversity, the arts and overall love of Louisiana.