Gearon Launches First Work for WPI

BOSTON — The Worcester Polytechnic Institute looks to move out from the shadow of MIT and other technical colleges with a multimedia campaign introducing the tagline “WPI was there.”

The Worcester, Mass., school’s first campaign from Gearon Hoffman, Boston, breaks this week and features TV and radio illustrating how WPI grads helped develop liquid-fueled rockets, airbag safety systems and antibiotics. Broadcast will run mainly in New England, though direct marketing will be disseminated nationwide. The budget may exceed $5 million, according to the agency, which added the account last year.