Challenge

The Cities of Stirling, Joondalup and Wanneroo share over 50 km of pristine coastline – the Sunset Coast – stretching from Scarborough to Yanchep. The Cities, in conjunction with Destination Perth, wanted to inspire people visiting friends and relatives in Perth, to visit the Sunset Coast. Limited budgets prevented us from running advertising in the interstate and international source markets to reach this audience – so we had to find a creative way to connect.

Answer

We had to be innovative both in media and messaging.

To target visitors to Perth, our core activity was delivered digitally. We set targeting parameters to reach people with permanency location more than 200km from Perth metro areas, therefore reaching visitors not Perth locals. We supported this with airport advertising (targeted at visitors on arriving flights), regional radio and out of home transit.

Our campaign was based around the core idea “They’ll never believe us back home”. Bespoke messaging targeted three segments, each with slightly different desires – Family Fun (families with kids); Relax and Unwind (seniors) and Bright Lights (younger and upbeat).

Results

  • We generated 631,220 impressions, driving 5,417 clicks to the landing page
  • We achieved 3,582 video completions across all 3 versions

Marketforce is owned by Clemenger BBDO and is a part of the BBDO network the world’s leading advertising group.

This means that from our sunny location in Perth we have access to hundreds of specialist affiliates in the network from across Australia and the globe.

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