- Campaign Development
Going Googonian’ to grow Googong.
NATION recently created a new campaign for Googong – a fast-growing new town just outside of Canberra. The town’s location outside of Canberra proves to be a barrier for many potential buyers, as they are often largely unaware of the huge progress that the town has made over the last few years. Anecdotally, people who visit the town are much more likely to consider moving to the township.
• Increase visitation to Googong
• Increase awareness of Googong
The campaign, titled ‘Go Googonian’, arose from the marketing strategy we developed in collaboration with Peet. The strategy recommended increasing visitation by ‘non-Googonians’ so they can see firsthand how the town has grown.
The challenge for NATION was to evolve the township’s current ‘Googonian’ campaign with a fresh creative take that aligns with the new strategy.
To this end, the campaign creative playfully borrows from tourism advertising tropes, complete with sweeping panoramic shots and excited tourists seeing the sights – it even features a fake governing body, the Googonian Tourism Commission. The tone echoes the brand’s trademark tongue-in-cheek humour that was established in the town’s original launch campaign.
For the Go Googonian campaign, NATION provided all supporting creative services, including copywriting, art direction and graphic design work. The campaign consisted of three TVCs, a multi-execution print campaign, posters, digital banner ads, a 20-page brochure and various other smaller marketing materials.
‘I work closely with the NATION team to develop campaign creative for brand development, sales release programs and our event marketing material in particular. This includes online material, traditional print and electronic media material, print collateral, signage and more.
NATION collaborate with me and my team for development of brand and campaign creative, which has more recently included the Go Googonian campaign.
NATION’s input into the strategic and creative approach has been invaluable in driving our lead generation and sales programs, which consistently deliver around 300 lot sales per annum.’
Caroline Whitelum | State Marketing Manager, Peet