Regional tourism organisation, Australia’s South West has appointed 303 MullenLowe, Perth to promote ‘The South West Edge’ in a new campaign. It follows a comprehensive agency review and creative pitch process to select a creative and media partner.
Winding its way around the South West of Western Australia, The South West Edge is an epic road trip beginning in Perth and heading south taking in wine regions, towering forests and marine-life rich coast before looping through the outback. Aiming to attract interstate visitors (when borders allow), the campaign is part of a federally funded program* to support regional tourism.
303 MullenLowe will manage a fully integrated campaign, driving the strategic and creative development of the campaign, through to media and activation being managed by 303’s Mediahub team.
303 MullenLowes’s Joint Managing Director, René Migliore, said: ‘At a challenging, competitive time for the tourism sector, this campaign funding is welcome support for the region. To maximise the outcomes for the campaign we need ideas to punch above their weight and generate conversation…just the kind of work we love to do. The team at Australia’s South West have bundles of enthusiasm for the region and the experiences on offer, so we look forward to a great partnership and even better work.’
Australia’s South West CEO, Catrin Allsop, said: ‘The South West Edge is an epic road trip, unique to this iconic corner of Australia. As we say it feeds your soul with discovery and wonderment, every turn giving you a new experience. 303 came to us with such original concepts that celebrate the experience and tap into the deep-seated need to travel we’re all feeling right now. We can’t wait to get the campaign out there!’
* This project received grant funding from the Australian Government under the Recovery for Regional Tourism program, an initiative of the $1 billion COVID-19 Relief and Recovery Fund.