PRZOOM - /newswire/ - South West London, London, United Kingdom, 2009/04/23 - Direct and digital agency Proximity London, on behalf of TV Licensing, has appointed experiential agency TRO to produce a face-to-face marketing campaign visiting approximately 50 universities nationwide.

After winning a four-way competitive pitch, TRO has been briefed to raise awareness amongst students of the legal requirement for individual ownership of a television licence in halls of residence.

Said Proximity’s Planner Hazel Reed, “TRO has already devised and managed a number of university-based experiential campaigns, and it was the agency’s successful track record in engaging with students that strongly influenced our decision.”

The agency will be recruiting a squad of students to spread the word amongst their peers during the September-October freshers period, with the ultimate objective of encouraging licence sales, both amongst students in halls and also those in private housing.

One of the campaign’s key objectives will be to explain the legal position for students wishing to watch programmes either on a TV set or streamed through a laptop.

About TRO Group

TRO (tro-group.com) specialises in experiential marketing and live events, designed for both consumer and business audiences. The agency works across a range of client sectors that include automotive, financial services, FMCG, telecoms, media and government.

In September 2008 TRO was acquired by CPM, the UK’s largest field marketing agency. At the same time CPM merged its own existing experiential agency Exentio into TRO, creating one of the largest experiential agencies in the UK.

CPM itself is owned by the world’s largest marketing communications group Omnicom. For further details about TRO and CPM please visit our website.

Agency / Source: TRO Group

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