HARNESSING THE TRANSFORMATIVE POWER OF LIBERAL ARTS EDUCATION
“As the liberal arts university in Hong Kong, we believe our education can best prepare students for success in an unpredictable future, and we pride ourselves on our ability to transform students into global citizens in a rapidly changing world.”
President Professor Leonard K Cheng,
To convey its brand essence, Lingnan University launched a new brand campaign in March, following a brand audit that solicited feedback from external and internal stakeholders who described their perceptions of Lingnan. The new campaign also ties in with the University’s new Strategic Plan 2016-2022, in which student development is set as one of the primary objectives.
The new tagline “Liberal Arts Education · Transformation For Life” highlights the University’s commitment and success in transforming students through our unique liberal arts education. The promotional campaign is based on three key brand attributes of Lingnan:
Whole-person education: Lingnan nurtures all-round excellence in students through a broad-based curriculum, small class instruction and close faculty student relationships. With critical thinking and broad vision, students will be able to flourish in their careers and lives.
Vibrant campus life: Lingnan builds a rich campus life for students through its full residency, internship and Service-Learning opportunities as well as diverse student programmes. By gaining highly valued life skills, students are more able to embrace different kinds of challenges in this world of rapid change.
Global engagement: Named by Forbes as one of the "Top 10 Liberal Arts Colleges in Asia" and as a member of the Global Liberal Arts Alliance, Lingnan aspires to be an internationally recognised liberal arts university. We offer a world of possibilities to students through a multicultural campus, overseas exchange opportunities and global collaborations.
All of these attributes have always been part of our promise, and they were further promoted in the new campaign through our inspiring “Lingnan Stories”.
In addition to the launch of a new branding campaign website, the “Lingnan Stories” were also shared on QS magazines, MTR panels and in-train TV channels, local printed and electronic media as well as various social media platforms.