CHARLOTTE, N.C. -- The University of North Carolina at Charlotte is branding itself.
The school has installed larger-than-life pickax sculptures at three locations to reinforce its "Stake Your Claim" brand campaign that officially debuts Monday.
The sculptures are located at the campus' Dickson Gate entrance; in the atrium of Charlotte Douglas International Airport; and at the First Citizen's Plaza in Center City Charlotte.
The pickaxes refer to the school's nickname, the 49ers, named for the discovery of gold in the area in the mid-19th century.
The school says it plans ads that will highlight UNCC's strengths in scholarship, research, arts and culture and athletics.
No state dollars are being used for the campaign.
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