Primacy Earns Best Education Marketing Campaign at the 20th Annual MITX Awards

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Innovative virtual reality experience helps drive record student enrollments for Regis University

Independent digital marketing and technology agency Primacy took home another MITX Award this year, which is the largest and most prestigious annual competition for technology and digital innovation, in the Education Marketing category for its virtual reality (VR) campaign with Regis University. Primacy was also named a finalist in two other MITX Award categories this year, including Best-Digitally Powered Experiential Marketing and Healthcare, Wellness and Pharmaceutical Marketing. This is Primacy’s fourth MITX Award in the past three years as it won the Best B2C Marketing Campaign for Middlesex Hospital and best Social Responsibility Campaign for 3000 Miles to a Cure in 2015, as well as the Education Marketing Campaign in 2014 for its work with Emmanuel College.

Primacy partnered with Regis University (Denver) to create an interactive and immersive experience for prospective students to put on an Oculus Rift VR headset and immediately be transformed to the campus where they can get a full, 360-degree tour as if they were on site – including viewing daybreak run at Red Rocks, being immersed in Regis’ experiential nursing skills lab or visiting the campus pub and watching a live Jenga game. Regis University is the first higher education institution to apply this technology at this scale and as a result matriculated its largest class ever this past year.

“The ability for brands to engage with audiences in more meaningful ways has evolved significantly over the last few years. In higher education, we’ve seen campaigns that have the greatest impact are the ones that make the deepest connections,” said Jeff Johnson, senior vice president of strategic practices at Primacy. “With virtual reality, Regis was able to connect their prospective students to their campus without them ever having to step foot in Colorado.”

One of the largest and most prestigious annual awards competitions in the country for digital innovation, the MITX Awards program is unique in that it recognizes the region’s entire digital ecosystem, including media, marketing, products, mobile and more. The region’s best and brightest minds came together for the 20th annual celebration event held on May 25 at the Westin Waterfront in Boston.

“It is my honor to celebrate 20 years of MITX, and congratulate the companies and individuals that have been recognized – you are some of the most talented, creative and entrepreneurial individuals and organizations in the country,” said Amy Quigley, president of MITX. “I’m proud to be part of a community that is bursting with a curious intellect that drives innovation.”

About Primacy
Primacy is an award-winning, digital-first agency that provides unparalleled client service, solution-oriented technology and in-depth industry expertise to deliver engaging experiences that have meaningful impact and measurable, actionable results. Primacy offers a full-breadth of services including design and user experience, marketing, technology, branding, mobile, media planning and buying, and strategic thinking.

Primacy works with a diverse range of clients in verticals including consumer, financial services, healthcare, manufacturing and higher education. Clients include Aetna, Amica, Cannondale, EmblemHealth, ESPN, The Hartford, MassMutual, Middlesex Hospital, MIT, Regis University, Sikorsky Aircraft, Smith College, Tufts Medical Center, University of Michigan and Yale New Haven Health. The company is headquartered in Farmington, CT with offices in New York and Boston. To find out more, visit



Sarah Whitney

Elissa Ehrlich
Version 2.0 Communications for Primacy

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