Dubai’s educational sector is diverse, with schools offering British, American, IB, and Indian systems, reflecting the city’s international community and its commitment to high-quality education. PACE Springfield International School positions itself within this landscape by providing an international experience with affordable prices, launching an out-of-home campaign across Dubai to highlight its offering. Following its previous presence in September 2024, in Ajman. The campaign is strategically placed on a bridge billboard, ensuring maximum visibility. Clear, bold messaging highlighting three valuable messages: the school’s location, “Al Awir Dubai”, the website, and hotline as direct calls to action, and the phrase “Affordable British School” introducing their core value based on differentiation, targeting middle-income parents looking for a British curriculum without the high tuition fees. Even though the campaign follows a simplistic approach with clear, direct messages, it feels text-heavy, with the image of kids getting lost among all the information. Moreover, the color palette feels segmented rather than unified; therefore, having a consistent color palette would build a stronger recall. PACE Springfield International School is part of the PACE Group, founded in 1999 by Dr P.A. Ibrahim Haji through the P.A. Educational Trust. The group operates other schools in the UAE, India, and Kuwait, like Delhi International School in Ajman and India International School. The campaign spread on Dubai’s bridge billboards in the second week of September.
