Sydney-based creative agency The Hallway is launching its first major advertising campaign for UTS:INSEARCH.

The complete refresh of the University of Technology Sydney's INSEARCH department has been the agency’s focus for nine months, with the aim of establishing it as the best route into UTS for students considering their tertiary education.

UTS:INSEARCH marketing manager Helen Kealy said the new advertising campaign is an exciting step in defining the organisation's brand. “There is a lot more work in production, but this is the first expression of a very rigorous brand development process,” she said.

Simon Lee, creative partner at The Hallway, said the fun approach is designed to appeal to potential students. “It's not easy getting into UTS, and if you think you might not get the grades, you'll understandably to just about anything to still get in,” he said. “Our playful illustration style toys with this prerogative and presents UTS:INSEARCH as the smarter alternative way in.”

For more than 30 years, UTS:INSEARCH has provided pathway courses to lead students into full-time study at UTS. Running through summer until February, the new campaign coincides with the release of high school exam results to let students know that, even if they miss their grades, they could still get into UTS by entering the UTS pathway programs.