• by Fern Siegel , November 15, 2024

Texas Tech University has launched its first integrated fundraising campaign, running through August 2028.

Creative agency 160over90 produced the “On & On” campaign platform, which focuses on the university’s culture and scientific endeavors as a public research university in Lubbock, Texas.

The agency utilizes digital spots, events, experimental marketing and print efforts.

“To get to the ‘On & On’ overarching brand strategy and platform, we latched on to the idea of endless horizons and how we could inspire the campaign's key audiences to feel excited and moved to participate in this fundraising initiative — hopefully at higher levels than ever before,” said Ryan Brown, SVP, branding at 160over90.

“The compelling video narratives at the heart of the campaign boldly emphasize the ongoing pursuit of greatness to motivate Red Raiders and ensure the work Texas Tech is doing will go on and on.”

In August, alumnus Patrick Mahomes II, now a starting QB with the Kansas City Chiefs, dedicated $5 million to the university toward the $242 million South End Zone and Dustin R. Womble Football Center project.

160over90's client work has included CBS, Philadelphia Eagles, Invesco and Under Armour.