Karratha Is Calling Posted on | Campaign Brief WA

City of Karratha launches ‘Karratha is Calling’ campaign via 303 MullenLowe, Perth + Sydney

City of Karratha has announced an uplifting new place branding campaign titled ‘Karratha is Calling,’ created by 303 MullenLowe Perth and Sydney.

The purpose of the campaign tackles the misconception that Karratha is simply a mining town, and encourages more people to live, visit and invest in the area, showcasing the breadth of what Karratha has to offer.

Tapping into all aspects of 303 MullenLowe’s hyper-bundled offering –  design, integrated advertising, PR, social media, web development, as well as media planning and buying through MullenLowe Mediahub – the suite of assets produced span cinema, website, OOH, digital/online, native as well as social media and PR activity that will continue to roll out in the first part of 2019 to spread the ‘Karratha is Calling’ message and appeal to prospective visitors, residents and investors alike.

Says Peter Long, mayor, City of Karratha: “The Karratha is Calling  campaign is part of the Council’s broader vision to put Karratha on the map and to promote our region to visit either on holiday or as a permanent sea change.

“The Council hopes that via supporting the City of Karratha as an emerging tourist spot as well as a destination with an enviable lifestyle and boundless opportunities for business investment, it will attract more people to visit and live here.

“The campaign showcases some of the many reasons why we  call Karratha home – world-class boating, fishing and camping, a close-knit community and high standard facilities, services and career opportunities.”

Says John Linton, planning director, 303 MullenLowe: “We’re talking about a regional city with WA’s best-amenities per capita, which is sitting at the heart of some of the state’s most spectacular natural attractions! This just isn’t the story people are being told.

“The City has committed to a long-term communications strategy to shift the national mindset and the first step to achieve this is to showcase what Karratha really has to offer in a way that captures peoples’ attention and motivates them to take a second look.”

Says Richard Berney, executive creative  director, 303 MullenLowe: “When I used to hear ‘Karratha’ – I thought of mining. This campaign needed to radically change that, to invite everyone into the realities of this wild and magical place. Interestingly, it began with the language. ‘Karratha is Calling’ softens vowels with a lyrical invitation. Ultimately this campaign is the call of a better life, and the locals who are ready to share their secret with the rest of us.”

Find out more at karrathaiscalling.com.au.


City of Karratha
Manager of Marketing & Communications: Matthew Jewkes
Communications Officer: Lisa Morrison
Communications Officer: Sara Renall

303 MullenLowe (Perth & Sydney Offices)
Executive Creative Director: Richard Berney
Creative Director: Chris Swift
Creative Lead: Dean Hunt

Senior Art Director: Steve Lorimer
Senior Copywriter: Dave Wilson
Digital Art Director: Andrew Allingham

Design: Vinnay Chhana
Producers: Rozanne Fretz and Eloise Cribb
Strategist: John Linton
Senior Account Director: Krista Song
Business Manager: Eloise Cribb
General Manager MediaHub: Rene Migliore
Senior Media Manager: Kylie Macey
Media Planner: Lucinda Kitney
Technical Director: Alex Graham
Digital Producer: Kevin Cyr
PR Director: Catherine Sumner
PR Account Executive: Shannon Peakman

Production Company: Sandbox
Photographer: Dan Proud
Producer: Jenny Crabb
Audio Production: Brad Habib

This article was originally published on Campaign Brief WA