New ‘UNCWithMe’ ad campaign looks to Old Well for inspiration

UNC-Chapel Hill will launch a new advertising campaign, with the first commercial to be aired Saturday during the Tar Heels’ football game with the University of Georgia.

The campaign will feature the historic Old Well, along with the slogan and social media hashtag, “UNCWithMe.” It will include a TV commercial, print ads, a social media push and a website, UNCWithMe.com, where Tar Heels can share their own stories.

The idea behind the effort, said Joel Curran, vice chancellor of communication and public affairs, is that students and alumni take their UNC experience with them wherever they go in North Carolina and the world. The commercial will feature familiar locations on campus, but also scenes of researchers in Chile, health workers in Africa and marine science students in Morehead City.

The TV spot will debut during ESPN’s broadcast of the North Carolina-Georgia football game Saturday in the Chick-fil-A Kickoff Game.

UNC developed the $202,000 campaign, its second in six years, with Capstrat, a Raleigh communications firm. The last ad, in 2014, featured people reciting a well-remembered 1993 speech about UNC by the late TV newsman and alumnus Charles Kuralt.

This story was originally published September 2, 2016 at 2:02 PM with the headline "New ‘UNCWithMe’ ad campaign looks to Old Well for inspiration."