303 MullenLowe Perth appointed for new WA tourism campaign

Following a competitive pitch, 303 Mullenlowe Perth has been appointed by Western Australian regional tourism organisation Australia’s South West for an integrated brand campaign.

Mumbrella understands that there is no incumbent agency.

As part of the remit, 303 MullenLowe will be responsible for managing a fully integrated brand campaign, while media and activation will be managed by 303’s Mediahub.

303 MullenLowes joint managing director, René Migliore, said: “At a challenging, competitive time for the tourism sector, this campaign funding is welcome support for the region. 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.”

Australia’s South West CEO, Catrin Allsop, commented: “The South West Edge is an epic road trip, unique to this iconic corner of Australia. 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.”

The project has received funding from the Australian Government under the Recovery for Regional Tourism program.

303 MullenLowe was sold by Interpublic Group to boutique New Zealand group Attivo in June 2021. A month later, CEO Nick Cleaver announced his departure.


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