MyPlates announces roster and campaign

MyPlate, the Roads and Maritime Services company Plate Marketing Pty Ltd, appointed to operate the special number plate business, has announced Custom Creative, Pearman Associates and Weber Shandwick as its agencies and launched a new campaign myStories across outdoor, PR and social activity.

The announcement:

MyPlates has announced details of a new marketing initiative to promote personalised number plates to drivers.  The myStories campaign will target NSW licensed drivers with a registered vehicle wanting to tell personal stories about their personalised number plates.

Daryl Head, myPlates CEO comments: “We want to encourage consumers to think more about personalised number plates. Over the coming months, everyone can expect to see and hear a lot more about myPlates products.  We’ve selected real people to front our campaign which we believe is a powerful way to emotionally connect consumers with everything myPlates has to offer. It will also communicate the different motivations and meanings behind owning a plate.”

myStories – an initiative that shares the stories of existing plate owners and highlights the different consumer motivations behind owning a personalised plate.  To promote the launch of myStories, local personalised number plate owners will feature in billboards, print ads and bus wraps across NSW.

The campaign also marks the announcement of the company’s agency roster. Custom Creative, Pearman Associates and Weber Shandwick have been appointed to collaborate on advertising, outdoor, public relations and digital activity.  It will be the first time myPlates has undertaken an integrated approach to its communications to ensure a streamlined tone of voice for consumers.

This week, myPlates will launch their Facebook and Twitter profiles: facebook.com/myPlatesNSW and twitter.com/myPlatesNSW. Each myPlates initiative will be shared online, with regular and exciting content set to build the online communities. To coincide with social media activity, myPlates iPhone app – myPlates Mate – is already available for download.  Designed for people to customise plate content from their iPhone, the app entertains users, enabling them to visualise what their desired plates would look like on any car.

In addition to myStories and the myPlates Mate iPhone app, myPlates will be announcing more exciting initiatives in the coming months as the company sets out on its big push to get people talking about personalised plates.

Source: myPlates press release


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