The City of Perth has launched its annual Christmas campaign via 303 MullenLowe, the agency’s first work 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 unique experience.
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.
“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,” 303 MullenLowe head of planning John Linton says.
“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.”
Media planning was led by Mediahub with the integrated campaign launching this week across screens, audio, out-of-home, social and direct digital.
“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,” City of Perth chair commissioner Andrew Hammond says.
“With brightly lit streets, boundless entertainment and unique shopping and dining experiences, you’ll find all you want for Christmas in the city.”
This article was originally published on AdNews