Following the success of the multi national award winning Heroes and Destiny campaigns over the past three years, the Marketing team have been busy over the past six months devising a campaign that would continue to attract ever increasing numbers of potential students to the College and would stand out in the market.

The concept of the “Destiny” campaign is focused on communicating to potential students that by enrolling on a course at Central Bedfordshire College they have the opportunity to control and change their destiny into whatever they want it to be. Their future is in their hands but by working with the College we will give them the training and skills necessary to ensure they have the qualifications and opportunities to succeed and excel in their chosen career.

At the heart of all our campaigns remains the strong belief that it is our students that are the best marketing tool for our college. Therefore, all of the students in the campaign are existing students on a variety of courses across the different departments. The external agencies used are all ex-students who have gone on to build their own successful business in their chosen field. This includes the photography, design, and hair and make-up.

As always the students involved had a great time during the making of the campaign, and worked brilliantly with all involved, always being polite and helpful.

It was important to incorporate as many complimentary elements as possible, so that the campaign would reach the market in numerous ways. If you haven't already seen all of the campaign, look out for local buses; particularly the double decker bus on route between Dunstable and Luton; the outdoor advertising in Luton, listen to the radio adverts on Heart, or just come to College and have a look around!

Central Bedfordshire College "Destiny" not only contains existing students, but it was designed and produced by previous students who have gone on to establish successful businesses in their chosen profession.

Photography – Mankind Photography

Martin studied at the College from 1999 to 2001 completing a HND in Graphic Design and a City & Guilds in Photography. Martin got his first magazine commission in 1999 in the college summer holidays and has never looked back, building his successful business Mankind Photography. Having used Mankind Photography for years, the selection of photographer for the photoshoot was obvious.

"I was really excited about the project as soon as Liz told me their idea. We cast real students with no modeling experience. I was so impressed with their performances, especially when you consider that they did not know anything about the theme we were using. I would like to dedicate the photographs here to Phil Healey, my photography tutor who passed away last year."

Website: Mankind Photography

Make-up – Jade Patterson

Jade was a student at the College from 2000 to 2001 completing an Art & Design Foundation Studies ND with tutor Carol Tarrant. Her studies led onto to developing a career as a make-up artist for photography, fashion and theatre. Most recently working on London West End shows Spamalot and Hairspray.

"Returning to the College to be part of this project reminded me of probably the most exciting year of my life, the College buzzed with the same enthusiasm and hope for the future that I experienced when I was there."

Design – Provide Design

Sam completed his HND in Graphic Design at the College in 1998 and went on to work in design agencies both locally and in London eventually becoming a creative director. In 2002 Sam started up Provide Design and with his team are producing websites and graphics for companies around the world.

"It has been a pleasure to work for the College where I got my start in design. The Destiny project has been an exciting one, and given us the chance to design some really great looking materials. We love working with Martin's images and being fans of the Destiny series we felt like this project was made for us."

Website: Provide Design