This is a Place

In an environment defined by constant noise—both cultural and literal—Penn State faced a strategic brand challenge: how to reaffirm the University’s strength, identity, and purpose to millions of stakeholders during a moment of change.
The answer was found in quiet strength.
“This is a Place” is Penn State’s newest institutional brand commercial, created to reinforce the University’s distinctive “Culture of We”—the idea that Penn State’s greatest achievements emerge through collaboration, shared purpose, and community.
The commercial debuted during national athletic broadcasts, where advertising typically competes through volume and visual intensity. Instead of matching that energy, the creative strategy deliberately called for the opposite—opening with an unexpected moment of stillness that cuts through the broadcast environment and draws viewers into a reflective narrative about the Penn State experience.
Produced entirely in-house by the Office of Strategic Communications for the first time, the commercial features real Penn Staters—students, faculty, staff, researchers, Extension professionals, and members of our national championship–winning women’s volleyball team. It serves as an emotional anchor within Penn State’s broader integrated brand strategy, supporting research impact, student success, community engagement, and enrollment efforts. Distributed across pro-bono broadcast coverage, streaming platforms, and paid and organic social channels, the commercial surpassed historical and industry benchmarks, demonstrating strong engagement in a highly competitive media environment.
More than a commercial, "This is a Place" acts as a unifying expression of Penn State’s identity—reminding audiences that the University’s greatest strength lies in the collective power of its community.