‘Blown Away’: Partnering on a Netflix reality series to promote glassblowing education

Christine Szustaczek
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Christine Szustaczek: Sheridan College, Canada

Journal of Education Advancement & Marketing, 2022, vol. 7, issue 1, 34-50

Abstract: Despite having taught the craft of working with glass for 50 years and playing an instrumental role in establishing a community of glass artists and glassblowers throughout Canada, Sheridan College’s glass programme had been experiencing declining enrolment for several years. This case study outlines the innovative approach taken by Sheridan to generate visibility for and interest in its Honours Bachelor of Craft and Design – Glassblowing programme by partnering with Netflix to create a competition-based reality TV series about glassblowing called Blown Away.

Keywords: brand promotion; integrated marketing and communications; partnership; enrolment (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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