West Coast Eagles unveils ‘All The Way West’ via newly appointed agencies Carat WA + Hypnosis

Carat and Hypnosis have been appointed as agencies of record for the West Coast Eagles, one of the Australian Football League’s most prominent clubs. The agencies’ first major assignment – the launch of the club’s new brand platform, All The Way West – went live last Friday with a high-impact activation across broadcast, out-of-home, press and digital channels.

“All The Way West” captures the spirit that runs through every Eagle’s heart – on the field, in the stands, and everywhere in between. “West” is not simply a place on the map. It represents an identity and a mindset, reflecting the pride, loyalty and resilience that define the West Coast Eagles community and the lengths people go for the club and for each other.

At the centre of the campaign are the members and fans who embody that spirit – the people who do not just show up but stand up. From supporters who drive hours to attend games to those watching and cheering from towns across Western Australia, across the country and around the world.

Rather than looking back nostalgically, the campaign focuses on the living culture of the club today. It celebrates the everyday acts of commitment that connect the team and its supporters, wherever they are.

Creative across the campaign captures these moments of connection and pride, highlighting the powerful bond between the team and the people who stand behind it.

The appointment sees Carat take on media planning and buying across the Eagles’ brand campaign, along with membership, matchday attendance drives, community programmes and commercial partnerships. The work spans traditional and digital channels, with a brief that extends beyond pure acquisition to encompass fan engagement and brand positioning in an increasingly competitive Perth sporting landscape.

The All The Way West launch was anchored by a partnership with Triple M, with Xavier Ellis and Katie Lamb broadcasting a special breakfast outside broadcast from Mineral Resources Park, the club’s headquarters, in front of 150 fan guests.

Eagles players then headed to the Triple M studios to take over the airwaves, with the likes of Jake Waterman and Harley Reid on the mics and decks, creating a closer connection with fans through authentic storytelling. The day culminated in an on-air giveaway offering fans the chance to experience flying with the West Coast Eagles team via a VIP charter experience.

Out-of-home activity rolled out across Perth, bringing the new brand platform into the city’s streetscape. Perth Is OK! also renamed its publication Perth is All The Way West!, roadblocking its site, EDM and social channels to embed the platform into Perth’s cultural conversation.

“We were looking for partners who understood that our mission isn’t just about filling seats, it’s about celebrating the people who make this club what it is, strengthening our connection with our members, fans, partners and community and inspiring the next generation of supporters,” said Sara Pagano, Executive General Manager – Brand, Marketing & Digital Growth at the West Coast Eagles.

“As a club with a proud 40-year history and an already incredibly strong brand, All The Way West gives us a way to honour what it truly means to be part of the West Coast Eagles. Hypnosis and Carat clearly demonstrated they understood our brand’s vision and objectives, and we are incredibly excited to be on this journey with them.”

Michelle Testa and Charles Dangibeaud, both Client Partners at Carat, will co-lead the strategic direction of briefs, working directly with the Eagles’ marketing team.

“The Eagles have one of the most engaged supporter bases in the country, but they also have serious commercial objectives and operate in a market where media investment needs to deliver,” said Testa.

“We’ll need to balance brand-building with performance, navigate the seasonality of the AFL calendar, and find ways to cut through in an increasingly crowded Perth sports market. It’s the kind of challenge we’re set up to handle.”

Dangibeaud added: “What excited us about this brief is the ambition behind it. All The Way West isn’t a campaign – it’s a platform the club will build on for years. Our job is to make sure the media strategy matches that ambition, starting with a launch that gave Perth something to talk about.”

Client: West Coast Eagles
Executive General Manager – Brand, Marketing & Digital Growth: Sara Pagano
Videographer & Editor: Marnie Allen
Head of Brand & Marketing: Rebecca O’Halloran
Marketing and Brand Optimisation Manager: Sophie Moss
Marketing Campaign Manager: Amanda Ash
Creative Lead: Jessica Bowles
Brand and Marketing Executive: Holly Reed

Media: Carat
Client Partner: Michelle Testa
Client Partner: Charles Dangibeaud
Strategy Director: Tiaan van Jaarsveldt
Group Investment Director: Sam Giuffre
Digital Director: Ashkan Nikandish
Digital Executive: Issac Thomas
Client Director: Geoff Langton
Client Executive: Ashlee Rattray
Client Associate: Ethan Gosatti

Creative: Hypnosis
Executive Creative Director: Guy Patrick
Managing Director: Amber Martin
Planning Director: Essie Zar
Art Director: Tina Milosic
Copywriter: Henry Maklovic
Copywriter: Nathan Bilton
Artworker: Danielle Jonker
Retoucher: Chris Hall

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