Albany kicks off year-long celebration with ‘See You Soon’ campaign via 303 Perth

Albany has launched a new campaign, ‘See You Soon’, inviting Australians to explore the town over the next year. The campaign features local residents sharing their messages and highlighting Albany’s history and attractions. Creative, strategy, media, and production were developed and executed by 303 Perth.

‘See You Soon’ has been launched to kick off ‘Albany 2026’ – a program of cultural experiences to be held throughout the coming year that creates space for all of Albany’s stories and knowledge. Billed as a landmark program and the first event of its kind in Western Australia, Albany 2026 will not focus on a single day or moment in time, but instead mark both the town’s ancient history, and 200 years of settlement, with events developed by locals and through community consultation.

Sarah Cassell, Art Director at 303, said: “Big get-togethers like this always start with an invitation, and given Albany 2026 has been built by the people, it’s only fair they’re the ones to invite everyone to come and make the next 200 years as momentous as its deep history.

“While there’s no shortage of beautiful spots down south, there’s nowhere quite like Albany. We knew the charm and kindness of the people would draw people down. That’s why every face on screen, voice and handwritten note belongs to an Albany local. The campaign is a feat of authenticity made possible by a town full of people ready to roll up their sleeves and get involved.”

The production itself let Albany shine, with candid and authentic moments throughout and locals shaping the final story. The individual messages penned by locals will be seen on a variety of OOH locations complete with ‘See you Soon’ postage stamps. Other executions include warm and friendly films featuring a range of locals, with their voices also to be heard on both local and broader WA radio, urging everyone to visit Albany so they can ‘See you Soon’.

With the heart of the campaign established, 303 also developed a design system to support Albany 2026 throughout the year, full of vibrant colours drawn from the region’s natural landscape and history, combined in unexpected ways to reflect the refreshing, unexpected character of Albany today. Handwritten fonts and illustrations connect it to the humanity of the ‘See You Soon’ campaign across the event’s website and supporting social media.

Ellysia Burton, Copywriter at 303, said both the campaign and design system not only authentically reflects Albany, but also the synergy between agency, client, locals and production: “Working with local talent, most of them first-timers on camera and mic, meant creating an environment where everyone felt comfortable to be themselves was crucial to the storytelling. It was the collaboration between production, creative and client that allowed that to happen and to truly create something remarkable.

“It puts the town’s caring, quirky, welcoming personality on show, something that sets it apart from other spots in the region. We hope the people of Albany are as proud and excited about this campaign as they are about their town.”

To ensure as many Albany residents as possible engage with Albany 2026, 303 also developed a locally focussed version of the campaign with the tagline ‘See you There’. The campaign variation provides a call to action to get locals involved in the variety of events and embrace the town’s uniqueness with pride.

Albany 2026 Coordinator Adam Gregory, added: “Albany 2026 is a year-long program of reflection, recognition and celebration, driven by community. It’s designed to progress reconciliation, invest in our regional community and showcase our unique environment, cultural identity, and position in history to Australia and the world.

“What better way to do that than through a campaign and new design that really embraces all that Albany has to offer, especially its people, just as they are? In all the ‘See you soon’ executions you can really feel their warmth and love for their town, celebrating all the quirks and details that make it so special. We’re excited to see the heart of this brilliant town come to life in what has been a fantastic joint initiative between a range of really dedicated professionals and locals alike.”

Credits
Client – City of Albany
Adam Gregory – Albany 2026 Coordinator
Carolyn Martin – Communications Coordinator
Hannah McGuffie – Albany 2026 Project Officer
Agency – 303 Perth
Chief Strategy Officer – Matt Oakley
General Manager – Kylie Macey
Executive Creative Director – Sara Oteri
Art Director – Sarah Cassell
Copywriter – Ellysia Burton
Snr Media Planner – Bella Sardelis
Molly Kennedy – Media Executive
Producer – Holly Kemp
Head of Design – Alby Furfaro
Designer – Lucas Faim
Director of Client Partnerships – Giulia Palandri
Business Manager – Katherine McFarlane
Finished Artist – Suzanne Whoston
Junior Planner – Harvey Clarke-Smith
OLV / Photography – Clockwork Films WA
Director, Cinematographer – Ben L’Aiguille
Executive Producer – Katie Trew
Producer – Jake Coombes
Photographer – Thomas Earnshaw
Colourist – Alex Gibbs
Sound Mix & Design – Nick Gallagher
Web Development – Mintyy
Web Developer – Eamon McKiernan