The former polytechnic, which is redeveloping its campus, wants to reach lifestyle media, said 3:nine managing partner Colin Hallmark. ‘We'll champion academics and expert commentators to reach media that the university hasn't reached before,' he added.
The campaign aims to boost the university's reputation for high-quality teaching and research. It will also highlight the university's ‘reputation for friendliness', new student facilities and the quality of lifestyle offered by the region.
‘We will be looking at the "softer" side of the university such as the benefits of nearby beaches and lifestyle elements,' added Hallmark.
The hire is particularly timely given the introduction of top-up fees this academic year. ‘The fees mean students are becoming more informed as consumers and are looking closely at the value they receive from the university.
Our aim is therefore to make Plymouth a university of choice,' said head of communications Corinne Farrell.
Plymouth is investing £100m to expand its city centre campus. New facilities will include a £30m arts complex due to open in 2007, a £25m building for the Faculty of Education - which is relocating from Exmouth to the main campus in Plymouth in 2008 - and an £8m extension and enhancement of library facilities.
3:nine was appointed after a three-way pitch.