The 'Going Places' campaign was so successful that it attracted a record level of 92 per cent awareness among tertiary students, the primary target audience. Recognition of the CPA designation also hit a hard-to-beat 92 per cent among business.

As members are the face of CPA Australia, the campaign portrays real CPAs in interesting, diverse and successful roles. The CPAs selected represent a diverse cross section of members from including industry and commerce, public sector and public practice. In putting a face to members, we tangibly demonstrate that CPAs are leaders in finance, accounting and business advice.

The concept broke new ground by portraying CPAs in a lifestyle situation. Research and results show this clearly achieves interest and cut-through in a cluttered advertising environment. It works to break down the stereotyped accounting image.

Research by Worthington DiMarzio also shows that the campaign was extremely effective in reaching the primary target audience, young professionals, with strong key messages:

• CPA opens up a world of opportunity
• CPA is internationally recognised
• CPA has the edge over other designations

The 'Going Places' campaign was developed as part of a long-term integrated branding strategy.