Work CITY OF BRIMBANK DESTINATION MARKETING CAMPAIGN

Deliverables
  • BRAND STRATEGY
  • CREATIVE IDEATION
  • BRAND ARCHITECTURE & MESSAGING
  • CAMPAIGN BRANDING
  • STAKEHOLDER ENGAGEMENT
  • COMMUNITY CONSULTATION
  • GOVERNMENT RELATIONS & INFLUENCING
  • FILM & VIDEO PRODUCTION
  • CREATIVE EXECUTION
  • SOCIAL MEDIA STRATEGY & CONTENT
  • ACTIVATION & EVENT MANAGEMENT
  • CAMPAIGN MANAGEMENT & REPORTING
Overview

Brimming with untapped potential
The City of Brimbank lies at the heart of Australia’s fastest growing region and one of the most culturally diverse communities in Australia.

People of 166 different nationalities speaking 160 different languages call Brimbank home. This cultural diversity is what makes Brimbank an ideal destination for jobs, investment and growth.

 
Background

Building pride in the City of Brimbank

As part of efforts to attract Federal Government investment and position Brimbank as a desirable ‘live, work, invest’ destination, Brimbank approached Icon Agency to design and deliver an integrated campaign and new brand positioning for the city. Our aim was to share the story of Brimbank’s growth, reposition it as a desirable destination to live, work and invest, and inspire local pride by celebrating its cultural diversity and inclusive spirit. 

Challenges

A CITY IN TRANSITION

Brimbank faces many challenges. Consistent underinvestment by governments in community infrastructure, combined with below average levels of income and education, has created considerable pockets of disadvantage, reflected in high rates of unemployment, Type 2 diabetes and gambling.

Icon’s challenge was to tap into Brimbank’s rich and varied history and leverage its strengths – cultural diversity, inclusion, location and people – in a comprehensive creative repositioning. The campaign sought to change perceptions from disadvantage to opportunity, while being authentic and real in our communications. We wanted to inspire pride in the community by celebrating Brimbank’s diversity, and giving everyday people in the community a voice.

Solution

WELCOME. WE ARE BRIMBANK

The campaign was developed through a close collaboration between Icon Agency, the City of Brimbank CEO, Councillors and Council’s communications team.

Icon developed an inclusive, community focussed mantra and manifesto to communicate who Brimbank are, introduce themselves to outsiders and welcome them with open arms. An uplifting and inspirational film was created to bring the message to community and government, while an associated creative campaign, PR and events continue to build pride in the community and promote Brimbank as a desirable destination.

Consumer testing, internal reviews and iterative design stages ensured the end result was rigorous and would be embraced by the community.

The campaign will roll out progressively over 2018 and features:

  • Paid advertising – cinema, outdoor and press
  • Gateway signage, flags and billboards
  • Investment collateral targeting government, employers and business
  • Public activation and pop-up multicultural café
  • Social media campaign
  • Launch PR and events