Cambridge University Press created a new brand proposition for its English Language Teaching department – Better Learning – and asked for support in raising awareness of the Better Learning approach. We devised an international thought leadership programme anchored in real-life storytelling which targeted celebrities who are either bilingual or whose first language is not English. These stories explored individual experiences and insights with the aim of supporting English Language teachers connected to the pillars of the Better Learning approach. Petr Čech, Frank Turner, Jonny Wilkinson, Emmelie de Forest and Bruno Tonioli are just some of the celebrities we approached and secured for interviews which now feature on the World of Better Learning blog as evergreen content.
Results: exceeding the original target and securing high profile celebrity interviews, including a mixture of written, spoken and video content.