VRCA

Brand Bureau team developed and continue to manage the fresh campaign for the Victorian Regional Channels Authority’s iconic Geelong “Keep Clear of Big Ships” public safety message.

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We have completely refreshed the campaign – which has not been changed since its inception decades ago - appointing an ambassador and creating a suite of new creative, including television commercials, print ads, radio and much more.

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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.

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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.

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Once Paul was on-board, we produced two television commercials which are showing on the big screens at Village Twin Cinemas in Geelong and Werribee.

You can also view the ads by visiting regionalchannels.vic.gov.au.