Country Change: the 2017 mega re-launch
When we were approached to submit an EOI to handle the 5-month marketing strategy for the re-launch of Regional Development Australia’s – Country Change initiative, we were determined to nail the brief. Having worked with RDA Riverina for the past 5-6 years, we knew that not only was it going to be a pleasure to work with the team again, it was going to be yet another exciting and rewarding project.
The Country Change program and associated branding was initiated by RDA Riverina four years ago to provide a promotional platform and lead management mechanism for those considering a move out of metropolitan areas. The 2017/18 project, a partnership between 10 local councils, involved Blue Clay developing and implementing a range of marketing activities including:
- Designing and building a new website and developing engaging copy,
- Creating 9 x LGA Profile videos & capturing location photographs,
- Developing 45 sec & 15sec National TV commercials,
- Managing social media strategy including public relations/media,
- Promoting the inaugural Country Change Expo
- Crafting branding and creative design
The project had us on the road for nearly 2 weeks, visiting the council areas and capturing striking content. This in itself was a special journey – meeting so many wonderful re-locators and locals (read testimonials here); and re-visiting some of the Riverina’s most magical towns. At the time of wrapping up the project launch, there were nearly 150,000 video views on Facebook alone! Be sure to check out the films – but be warned, you may just fall in love with the region…
Thanks to all who participated in the project and helped make the campaign what it is!
A word from our client:
“Once again Blue Clay is synonymous with a quality product. You have managed to marry the old and new beautifully to launch an exciting new product for Country Change that immediately engages myself and I am sure our audience. The diverse content relates to an audience of all ages and background coupled with richness of candid personal experiences. Im sure you will have our viewers on an emotional rollercoaster. I love the impressive quick engaging visuals that you have captured with rich authentic stories that convey the unique attributes of our LGA’s. Well done Laticia, it’s a fabulous piece of work.”
– Marg Couch, Project Officer RDA Riverina