IMC weekend in Cambridge

It was anticipated for months. After deciding on a case study, setting the menu, choosing outfits, and finding groups to work in for the last time, our MAMC weekend in Cambridge finally arrived.

Before the weekend, we were given a case study on easyJet with the task of developing an integrated marketing communications plan and campaign. The key objective was to come up with a long-term competitive advantage and more sustainable positioning for the airline. Since the novelty of low cost air travel has been wearing out, the easyJet brand needs to start focusing on what else it can offer to customers and what the brand stands for besides low cost travel.

We were lucky to have the company of industry expert Paul Simons as well as several other professors and our course leaders join us for the weekend to provide advice, guidance, and answer questions continuously up until the presentations.

Luckily, the weekend wasn’t all hard work. After we presented our solutions to the easyJet brief, dinner on Saturday night was held at Peterhouse College at Cambridge University. While the pictures below can speak for themselves, it was absolutely exquisite, and left everyone feeling a little more royal - or even a little out of a Harry Potter film.

It was fantastic to learn some final key things before running with our own IMCs for the summer, but more lovely to have a final weekend altogether and celebrate the culmination of a wonderful year.

Hayley Millard

Peterhouse College, Cambridge University 

Cambridge University 

Everyone working hard at the Moller Conference Centre

Punting