The Where Legends Are Made campaign blends historical prestige with modern achievement, creating a broad appeal across stakeholder groups and driving incredible campaign performance for The University of Alabama brand. It speaks to the aspirations of our students and their parents, to the pride of our alumni and donors, and to the devotion of our legions of fans in our state, across the nation and around the globe.
Celebrating Our Legacy and Inspiring Our Future
Launched in 2016, Where Legends Are Made is a campaign that embodies who we are at The University of Alabama. By initially focusing on influential alumni, such as prominent television sports journalist Rece Davis and titan of industry Marillyn Hewson, the campaign illustrated the profound impact of our graduates. At the highest levels of science, business, education and entertainment are leaders of immeasurable success, whose journeys began at The University of Alabama.
Where Legends Are Made is a superlative expression of The University of Alabama’s brand personality. As the campaign matured, it was important that our storytelling strategy evolved. Building upon a solid foundation, the campaign made a pivotal transition in 2022, now featuring stories of current students making significant strides in their respective disciplines, demonstrating leadership, innovation, service and resilience.
Today’s approach not only honors our storied past but also illuminates the path our students are forging now, reinforcing the University’s role in cultivating legends across generations. These incredible students are embracing everything UA has to offer and laying the foundation to make their own global impact. Their stories are our stories, bridging our rich and accomplished history with the promise of the future.
multimedia MARKETING campaign
Where Legends Are Made is a strategic and robust multidimensional campaign.
The Commercial
The University of Alabama produces a 30 second television ad in-house that serves as the centerpiece of the Where Legends Are Made Campaign.
The Website
All roads lead to legends.ua.edu. The campaign website displays current and historical campaign content. It tells our story and directs audiences to their next steps.
Social Media
Curated content made exclusively for social media facilitates audience engagement.
Print + Digital Campaigns
Where Legends Are Made is shared through strategic partnerships and platforms to drive awareness.
Activations
Innovative tactics and iconic activations bring fresh eyes to a consistent brand.