Australia Day means many different things to many different people. It’s an opportunity to reflect on our history and a story that began over 60,000 years ago, with new chapters being written every day. We’re all part of the story and having been through COVID and the isolation of lockdown, rebuilding a sense of connection and community was even more important in 2022.
The Event line up, staged over 3 days, was a showcase of diverse and inclusive artistic programming. Designed to promote local talent, the vibrancy and uniqueness of Canberra and championing our indigenous and multi-cultural history.
Scope
- Concept Design
- Content Development
- Website Development
- Asset Production
- Social Media Management
- Video Production
- Photography Production
A campaign concept designed to encourage understanding, togetherness and participation.
There had been previous Australia Day Events in Canberra, and the ‘Reflect, Respect, Celebrate: We’re all part of the story’ tagline had been utilised in the 2021 campaign advertising. The 2022 event had a new multiple day format designed to showcase a broad array of Australian experiences and manage crowds for COVID-safety.
The campaign also came with incredibly culturally sensitive communications and brand requirements, delivered in an environment that was tense with protesters in the Capital. It was therefore vital that the concept we created promoted diversity and inclusivity with immediacy, to drive community engagement and ownership.
Overview
Following a competitive tender process, TMA were awarded the contract to deliver marketing services for the event, including planning, implementing, and delivering a high-quality Marketing Campaign, across owned, earned, and paid media channels.
An accelerated timeline needed to be met with delivery of the creative strategy, key visual and media assets within a 4-week turnaround.
The campaign also required extensive stakeholder engagement and consultation with both the National Australia Day Council as the lead government agency, as well as Events ACT responsible for delivering the event program on behalf of the Territory.
Due to incredibly culturally sensitive communications and brand requirements, we liaised as required with various cultural representatives to ensure all perspectives were considered and that there was a voice for all represented within our messaging.
A layered media buy was delivered by the ACT Government agency, speaking directly to different target audiences and an effective event microsite was executed by TMA, to support the Event as an information portal in relation to all that the Event encompassed.
Due to the new format of program and location, TMA worked with the operations and events team on all on site signage including stage banners, sponsorship activation areas, wayfinding signage and bunting flags to engage event-visitors.
TMA were also engaged to create social content across the event and responsible for the videography and photography for the event. Content creation was in the form of paid and owned channels as well as creating the press release to media.
