Discover how the University of Greenwich’s clever rebrand to “University of GreenWitch” for the Wicked movie release serves as a masterclass in cultural collaboration and experiential marketing.
The Setup
A Wicked Collaboration: University of Greenwich Becomes University of GreenWitch
In a bold and imaginative collaboration, the University of Greenwich transformed its name to the "University of GreenWitch" to celebrate the highly anticipated release of Wicked: Part One. The rebranding, unveiled in November 2024, aligned with the theme of the musical-turned-movie, which explores the untold story of the witches of Oz.
This unique partnership capitalized on Greenwich’s iconic location and cultural cachet. The university adorned its buildings with emerald-green lighting, echoing the famed Emerald City from the Wicked universe. Students, staff, and locals were also treated to themed events, including costume contests and exclusive film screenings. The campaign gained significant buzz across social media and mainstream outlets, positioning Greenwich as a hub of creativity and cultural engagement.
Why it Matters
This marketing campaign brilliantly leveraged place-based branding to resonate with both local and global audiences. The rebranding to "GreenWitch" was more than a clever play on words – it demonstrated the power of cultural collaboration to captivate a community and create a moment that transcends the campaign itself.
For a university, this move served dual purposes. First, it amplified its connection to pop culture, making it more appealing to prospective students who value dynamic and forward-thinking institutions. Second, it showcased how universities can partner with entertainment brands to drive awareness in innovative ways, highlighting their role as cultural contributors.
The campaign also exemplifies the synergy between education and the arts. By embracing the Wicked movie's themes of empowerment and challenging conventions, the university fostered an emotional connection with its audience, turning a promotional stunt into a meaningful celebration of creativity.
The Takeaway
The University of Greenwich’s temporary transformation into the "University of GreenWitch" serves as a masterclass in brand alignment and event-based marketing.
Here’s what event marketers can learn:
- Lean Into Cultural Trends: Tapping into a globally beloved franchise like Wicked ensured immediate recognition and engagement.
- Make It Experiential: Beyond the name change, the themed events and visual elements created a multi-sensory experience, driving deeper audience participation.
- Collaborate for Impact: Partnering with a major film release elevated the university's profile while giving the movie an authentic, location-based promotion.
- Amplify Visual Storytelling: The emerald-green lighting and whimsical branding across the university’s campus created striking visuals that were easily shareable on social media, amplifying the campaign’s reach.
- Engage the Local Community: By involving students, staff, and residents in themed events and activities, the university strengthened its local ties and turned a promotional effort into a shared cultural moment.
As event marketers, we’re often tasked with finding ways to stand out in crowded markets. The GreenWitch campaign is a reminder that with the right mix of creativity, cultural relevance, and collaboration, even a centuries-old institution can feel fresh, fun, and wickedly innovative.