As announced in July this year, Brand Bureau team have been busy developing a new campaign for the Victorian Regional Channels Authority’s iconic Geelong “Keep Clear Of Big Ships” public safety message.
We have completely refreshed the campaign, appointing an ambassador and creating a suite of new creative, including television commercials, print ads, radio and much more.
Before the creative work began we undertook market research to benchmark existing awareness levels and discover which communication channels achieved the greatest penetration of the "Keep Clear" message.
In developing the campaign strategy, we identified a national celebrity would assist in the target audience’s recall of the safety message. We arranged for one of Australia’s best known recreational fishing personalities, Paul Worsteling host of IFISH, to be the ambassador.
Once Paul was on-board we worked with Geelong film company, Robot Army, to produce two television commercials...keep an eye out for the commercials on the big screen at Village Twin Cinemas in Geelong and Werribee. You''ll also be able to view them by visiting regionalchannels.vic.gov.au.