DMU will be a multi-campus Collegiate University of the entire East Midlands and as such the University swiftly acquired other campuses based in Bedford, Luton, Lincoln, the Scraptoft College of Education in east Leicester, Caythorpe and Milton Keynes.
In 1993, DMU attracted students using a memorable TV and cinema advert that reputedly cost £500k featuring a killer whale chasing some sea lions on a beach. It was taken from a gripping scene filmed in Patagonia in the David Attenborough series, the Trials of Life. The tag line Reserve your Seat of Learning