Australia’s South West has appointed 303 MullenLowe Perth to promote ‘The South West Edge’, following a comprehensive agency review and creative pitch process to select a creative and media partner.
Australia’s South West is the peak regional tourism organisation for 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.
The campaign will target interstate visitors (when borders allow) and is part of a federally-funded program to support regional tourism.
303 MullenLowe joint managing director, René Migliore says the campaign comes at a challenging time for the tourism industry.
“At a challenging, competitive time for the tourism sector, this campaign funding is welcome support for the region," Migliore says.
"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.”
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.
Australia’s South West CEO Catrin Allsop says the road trip is unique.
“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!” Allsop says.
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