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CreativeRace lands PR for elearning brand City Lit


CreativeRace has landed the PR account for adult education brand City Lit as it aims to amplify its brand and engage with potential students outside of London.

City Lit offers an array of adult learning courses, taught by expert tutors. Initially known for delivering in-person courses from its prestigious London-based campus, City Lit introduced online learning in 2020, which has already proved a huge success.

Promoting the benefits of online learning is a key objective for City Lit, as the e-learning market continues to grow. Building on brand awareness outside of the capital is crucial, which is why the City Lit team was on the lookout for an experienced agency partner to assist with the brand’s PR strategy.

In addition to assisting with national, regional and trade PR activity, the Leeds agency will also be providing social media and SEO consultancy, working alongside the in-house team to help strengthen City Lit’s organic presence.

Gordon Chi, director of marketing, PR and communications at City Lit, said: “CreativeRace demonstrated a real understanding of our business challenges and the audience we are trying to engage with, and demonstrated this through the articulation of a robust PR strategy. We’re looking forward to working with the team over the coming months to help increase our share of voice in the adult education sector.”

Amy Airey, communications director at CreativeRace, added: “Working with a brand like City Lit is a huge coup for the growing comms department at CreativeRace. When the subject matter you’re promoting is genuinely of benefit to your target audience it’s hard not to feel passionate about it – especially with the links between adult learning and improving mental health.”

In addition to retained PR support, CreativeRace will be supporting City Lit with campaign ideation and delivery. The first campaign will be around City Lit’s Mental Wealth Festival, which launches on October 10, World Mental Health Day.

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