SUCCESS STORY:

Tourism Western Australia wanted to showcase their new brand iteration to partners.

The goal was to highlight ‘Walking on a Dream 2.0’ by equipping partners with refreshed marketing assets including imagery and video content, that they could confidently share with their agents, databases and utilise for marketing campaigns. Similarly, SLC wanted to include these updated assets in campaigns for B2B and B2C campaigns, to ensure mass impact across multiple channels.

Our objectives were to utilise new brand assets across as many campaigns as possible, introduce new brand assets to all KDPs and ensure all UK-facing marketing materials were transitioned and updated to the new brand materials where appropriate.

SLC introduced partners to Walking on a Dream 2.0 as soon as it launched in market, building anticipation early by teasing the new brand in our newsletter. Once the new brand had launched, we showcased these new assets in our face to face meetings at the trade event, Unite and other trade events during this time. For KDPs that weren’t we weren’t meeting in person with, we followed up virtually, sharing a central hub of images and videos that could be used on their channels, with clear guidance on usage.

Simultaneously, we ensured that these assets were immediately being used in all our campaigns with a variety of different partners.  This was supported by tailored outreach to key partners, enabling them to personalise the new brand video with their logo alongside ours, and include a CTA message. This will then be complimented by OOH in key London sites to maximise consumer reach.

This approach ensured strong buy-in and fast adoption, as partners felt involved and equipped from the outset.

The new brand rollout was a success, with assets used on newsletters, landing pages, socials and emails with a variety of partners.

The new assets were also used and shared in training events with new agents so that they could also access these assets for their socials/channels.

There were ‘Out of Home’ displays in: High Street, Kensington (for two weeks from 22 March), Canary Wharf (for two weeks from 22 March), Waterloo Motion (for one week from 22 March and on again for one week from 5 April), Transvisions (for two weeks from 22 March), and in Kings Cross x 4, St Pancras x 2, Liverpool St x 2, London bridge x 2, Victoria x 2.

This exposure secured wide OOH reach, delivering consumer as well as trade awareness.