The Chartered Alternative Investment Analyst Association, a global alternative investment education provider, has launched its first international awareness campaign, using London's iconic Underground transit system, also known as the Tube, as inspiration to promote its role in filling the gap between traditional money management and alternatives.
CAIA last month launched “Mind the Gap,” with advertising running in the Bank Tube station. (That phrase is heard on the intercom when a train pulls into a station, reminding passengers to watch their step as they board or exit the cars.)
“This is not about trying to get more candidates to sit for our next exam, but being a thought leader in the alternatives space” said William J. Kelly, CEO of CAIA, at an event held in central London to launch the campaign. “(London) is a great place to start,” Mr. Kelly said, emphasizing CAIA's global reach.
The association has 25 global chapters — the latest in Dublin — across Europe, the Asia-Pacific region and North America. CAIA also has “virtual” chapters in far-flung locations.