Lifelong Learning UK has appointed direct marketing agency Tangible to its £1.2million marketing account.

The agency will promote the Catalyst programme, a Government funded project which aims to encourage life long learning through education within England.

The appointment follows a competitive tender and pitch process.

Catalyst is made up of four projects; Business Talent, Make a Difference, Pass on Your Skills and Business Interchange to target  four distinct audiences.

Tangible has been tasked with creating an integrated marketing campaign for each project, as well as the overall Catalyst programme.

Directed at the Further Education sector, the campaign will promote life long learning throughout the projects and will focus on identifying the tangible benefits of being involved with further education, aiming to provide help to the further education sector in various ways from assisting in recruitment to helping shape the workforce of tomorrow.

The campaign will beginf in January 2009 with national, regional and trade press, direct marketing, radio and online ads. A second stage has been scheduled to go live in February and March.  This will be the start of a series of communications about the different initiatives that Lifelong Learning UK offers.

Julie Allan, managing director at Tangible said; “It was clear that there was a huge opportunity to deliver a programme of activity that is extremely influential in encouraging people to take on life long learning. This is a fantastic win for us and demonstrates our experience in delivering large scale national campaigns for the education sector – an area we feel passionately about.”