City of Karratha reveals brand positioning ‘Karratha is calling’
The City of Karratha has unveiled its new brand positioning ‘Karratha is calling’ in a campaign created by 303 MullenLowe.
‘Karratha is calling’ aims to debunk the perception that Western Australia’s Karratha is simply a mining town.
Instead the ad boasts its hidden lagoons, mountains, beaches and community.
Peter Long, City of Karratha mayor, said in a statement: “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 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.”
John Linton, planning director at 303 MullenLowe, added: “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.”
Credits:
- 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
- Senior Art Director: Steve Lorimer
- 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
- Creative Lead: Dean Hunt
- Senior Copywriter: Dave Wilson
- Digital Art Director: Andrew Allingham
- PR Director: Catherine Sumner
- PR Account Executive: Shannon Peakman
- Production Company: Sandbox
- Photographer: Dan Proud
- Producer: Jenny Crabb
- Audio Production: Brad Habib
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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The amount of people that worked on this seems almost bigger than the city of Karratha!
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