City of Perth has launched its annual Christmas campaign via 303 MullenLowe, the agency’s first outing since being appointed to the City’s strategic marketing, media and creative services roster in late September.
The new campaign showcases the breadth of events, shopping and dining the City offers at Christmas, while also reflecting what makes it a truly unique experience – its spirit and vibrancy.
303 MullenLowe Head of Planning, John Linton said, “The success of this campaign boils down to encouraging more suburbanites into the City this Christmas. While the range of what’s on offer is one part of the puzzle, the City’s real trump card is the energy and atmosphere you experience once you’re here.”
“We wanted to create a Christmas campaign that felt inherently Perth. That meant conveying the broad and immersive experience of Christmastime in the City without relying on the usual suspects of red and green and twinkly tinsel. From our visual treatment, right down to the music track (featuring local legends Timothy Nelson and the Infidels), we’ve bottled the spirit of Perth into a look and feel that inspires confidence and celebration in the City” added Melita Masters, 303 MullenLowe Senior Writer.
The campaign’s hero visual is a ‘universe’ of the City of Perth, creating a sense of abundance on offer during the season, and has been used in its entirety or in quadrants across various media executions. When zeroing in on each of the four quadrants, the campaign can talk to specific messaging of Christmas events, dining, free parking and retail.
Chair Commissioner Andrew Hammond said there’s something for everyone in the city this Christmas: “The City of Perth is proud to ring in the festive season with its biggest Christmas program yet, including spectacular free events inviting everyone to experience the joy of Christmas in the city.
“With brightly lit streets, boundless entertainment and unique shopping and dining experiences, you’ll find all you want for Christmas in the city,” he continued.
“It’s been a whirlwind start to our relationship with the City of Perth team. Together we’ve managed to tackle a tricky brief and create a campaign we’re all really proud of – all within an accelerated timeframe.” Todd Baker, Joint Managing Director 303 MullenLowe.
Media planning was led by Mediahub with the integrated campaign launching this week across screens, audio, out-of-home, social and direct digital.
Agency – 303 MullenLowe Perth
Head of Planning – John Linton
Executive Creative Director – Richard Berney
Senior Copywriter – Melita Masters
Senior Art Director – Steve Elston
Media Planning – Kylie Macey / René Migliore
Business Lead – Todd Baker
Business Manager – Eloise Cribb
Producer – Rozanne Fretz
Design / Animation – Andrew Allingham, Madeleine de Pierres
Client – City of Perth
Ben Fitzpatrick – Manager Marketing and Communications
Christine Lim-Abrahrams – Campaigns Coordinator
Lauren Brophy – Senior Campaigns Officer
Sara McCarthy – Campaigns Officer
Production Company: Rhythm Content
Sound: Cue Sound
Director: John McGovarin
Producer: Amber Sims
Producer: Matt Hodgkinson