Overview

Rathkeale College in the Wairarapa is well known for its strong academic foundation, rich traditions, and proud sporting legacy. To support enrolments for 2026, Scratch Design was engaged to develop a standout Open Day campaign that would appeal to prospective families, particularly those drawn to Rathkeale’s leadership in academic, arts, culture and sport.

The Challenge

In a competitive education environment, Rathkeale needed a campaign that would cut through and speak directly to parents and students weighing their secondary school options. The campaign had to feel aspirational, but grounded. Confident, but inclusive. And it had to reflect Rathkeale’s Special Character and values.

Sport is a key differentiator for Rathkeale, with regional-level programmes in rugby, football, and a new high-performance tennis partnership. But equally important was showing the school’s holistic approach—developing boys into well-rounded and well-educated young men, not just athletes.

Our Approach

Scratch developed the campaign theme: Join Our Tradition of Success. This positioning honoured Rathkeale’s proud past while inviting new families to be part of its future.

We created a bold visual platform using current students across sports, arts, and academic life, captured in authentic, in-the-moment photography. The campaign rolled out across multiple channels:

• Outdoor advertising targeting SH2 traffic travelling through the Wairarapa
• Digital display and social campaigns driving clicks to the Open Day registration page
• Print ads and school newsletters featuring high-impact, values-led messaging
• School signage and Open Day collateral creating a cohesive visitor experience

Results

The 2025 Open Day was very well-attended, with strong turnout from both local and out-of-town families.