"Go West" is the new ad campaign launched by University Relations this year. This campaign has been designed for the overall branding of WMU and is being used to recruit traditional freshman and transfer students to main campus.

The campaign's slogan, "Go West," summarizes the pioneering spirit and entrepreneurial nature of WMU. The campaign centers on the student experience, the challenges students face and the new frontiers they discover during their time on campus. The creative elements are driven by candid photography in the classroom and around campus. This multimedia campaign includes television, print, outdoor and digital advertising.