Jack Leahy | News Editor
The cost of production of a video that “showcases [Trinity’s] exciting mission in education and research” has been confirmed at over €24,000.
In response to a query from The University Times, a College spokesperson confirmed that the production fee for the project was €24,288. Adjusted to include a 13.5% rate of value-added tax (VAT), the total cost of the video is €27,566.88.
According to a request for quote circulated to major production companies and seen by The University Times, the College commissioned two video packages for international marketing purposes in March of this year. Prospective companies were advised that the video should be “a stirring, powerful visual and audio statement for Trinity”.
The production was commissioned during Bernard Mallee’s tenure as Director of Communications and Marketing. Mallee, who has since left his position, had spoken on a number of occasions of the importance of creating a singular, powerful narrative of the College, particularly in international markets. To this end, he led the controversial “Trinity Identity Initiative”, whose costs of more than €80,000 drew criticism when draft modernised logotypes were leaked to The Irish Times.
The video, which is to be “hosted on the Trinity homepage, as well as distributed through social media channels”, has not yet been released. Its proposed theme was “a traditional of innovation…four centuries of doing new things”.
The request for quote emphasises that the package ought to be “sufficiently broad to have multi-stakeholder appeal and relevance”. It then proceeds to identify the College’s primary stakeholders as the general Irish public, the College community, the government and political system, the corporate sector, the philanthropic community, and international students and academics.
Speaking to The University Times, a College spokesperson confirmed the cost of production of the video packages and detailed the context for their use: “It is intended that this video will support and strengthen Trinity’s domestic and global student recruitment efforts.
“As part of Trinity’s global engagement under its five year strategic plan, student enrolments from outside the EU will increase from 7.8 to 18%, from 1,580 to almost 3,000 students (indirect employment in the local economy will increase to an estimated 400 jobs), while ensuring that all existing opportunities for Irish and EU students are maintained. Trinity as a world class educational institution will continue to attract students of the highest calibre from all continents.
“The video is a story voiced by students and graduates whose experience at Trinity has helped shape their lives. The video which uses high production values will be used in multiple platforms. It will promote Trinity College both nationally and internationally to key audiences, including students and their parents, teachers and alumni among others.”
