NSW Government’s Place Management appoints White Grey to its creative account

WPP AUNZ’s White Grey has expanded its remit with the NSW Government, winning a pitch to become the lead creative and strategic agency for its Place Management division.

Place Management is responsible for the heritage and cultural precincts in Sydney’s Darling Harbour and The Rocks. White Grey has been tasked with producing a digital strategy that will increase local visitation to those areas.

White Grey will be delivering the communications strategy across digital, social and above-the-line marketing, as wells as activations and customer relationship management.

White Grey will be increasing local visitation of The Rocks historical precinct

Kylie Doulman, director of precinct activation and customer experience at Place Management NSW, said the appointment will strengthen its relationship with the agency that began in 2017.

“We are excited to see what they have in store for The Rocks and Darling Harbour, and helping Place Management NSW to re-introduce both iconic destinations, and the experiences they have to offer, to Sydney locals,” Doulman said.

Lee Simpson, CEO of White Grey, said: “The Rocks and Darling Harbour are both favourites of the tourists visiting the city. Our role is to help to make them a desirable destination for Sydneysiders.

“Outside of influencing the physical space, it’s a great opportunity to shape the experience across brand, media, and technology platforms as part of our Platform Orchestration model.”

Earlier this month, White Grey won the creative account for Danone Nutricia’s healthy ageing portfolio.


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