A lesson in excellence – Guildford College’s campaign receives top marks
Guildford College has been crowned ‘Campaign of the Month’ this August.
Billboard advertising can be a bit hit-and-miss. You’ve got about three seconds to grab someone’s attention before they’ve whizzed past in their car. But Guildford College’s latest billboard campaign is a masterclass in out-of-home advertising that actually works.
Here’s what makes this billboard campaign so effective:
1) Bold typography that commands attention
The first thing that jumps out is that massive “ACTIVATE YOUR FUTURE” text. It’s not trying to be clever or cryptic – it’s direct, motivational, and impossible to ignore. The contrast between the white “ACTIVATE” and the vibrant green “YOUR FUTURE” creates visual hierarchy that guides your eye exactly where they want it to go.
The typography is chunky and confident, which reflects the college’s approach to education. When you’re competing with dozens of other billboards, road signs, and general visual noise, sometimes the boldest approach wins. And that arrow pointing right? Pure genius – it literally directs people towards taking action.
2) Clever use of real student imagery
Rather than using stock photos of perfectly posed models pretending to study, this billboard features what appears to be a genuine student working with professional camera equipment. This authentic approach instantly builds credibility and helps potential students visualise themselves in that position.
The image shows hands-on learning in action – someone actually doing something creative and technical. For prospective students wondering “what will I actually be doing here?”, this photo answers that question immediately. It’s aspirational without being unrealistic, showing the kind of practical skills that lead to real careers.
3) Comprehensive course coverage
The bottom section efficiently communicates the breadth of what’s on offer: “A Levels – Adult Courses – Apprenticeships – Higher Education – T Levels – Vocational Courses.” This isn’t just a college for school leavers – it’s positioning itself as a lifelong learning partner for the entire community.
By listing everything from traditional A Levels to modern apprenticeships, they’re casting a wide net whilst reassuring viewers that whatever their educational needs, there’s likely something here for them. It’s inclusive messaging that speaks to 16-year-olds and 60-year-olds alike.
4) Seamless digital integration
That QR code in the bottom right corner is brilliant – it bridges the gap between traditional out-of-home advertising and digital engagement. People can snap a photo whilst stuck in traffic and explore courses later when they’re ready to make decisions.
The “Find out More” call-to-action next to it removes any ambiguity about what to do next. It’s a perfect example of how traditional and digital marketing can work together seamlessly.
Guildford College’s campaign succeeds because it combines bold design with clear messaging and practical next steps – exactly what effective billboard advertising should do.
Before you go, have you heard of our competition?
We’re giving away £500 to someone who can nominate a local small or medium-sized business that should advertise on our billboard.
You’re not required to make a purchase. Find out more here.
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Don’t hesitate to schedule a call with us or email sales@billboardmedia.co.uk if you think you have what it takes…
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