Background
Whitlam is a new Canberra suburb, that required building a brand and a positioning statement that needed to stand-out in a crowded market and be able to appeal to a large range of potential buyers.
The Whitlam brand carries a familiar sentiment that we can all relate to, and apply our own layer of meaning to. The tagline ‘Feels like home’ was developed to reinforce the idea that Whitlam is a place to call home.
Manifesto idea
We want to celebrate how people make Canberra their home, through their great stories that started here in Canberra, and contributed to the essence of Canberra.
Now, you can live your story in Whitlam, because Whitlam feels like home.
As part of building the brand we developed short promotional stories made specifically to highlight the wonderful spirit of Canberra. With Whitlam’s tagline strongly represented throughout the campaign’s collateral, these stories were a perfect addition to the promotional suite. Each of the six mini documentaries celebrated a unique Canberran’s contribution to the broader community.
Whitlam launch
To launch Whitlam, I wanted to bring the positioning statement "Feels like home" to life, through an On-ground activation. So, we conceptualised and executed the first premium outdoor bed movie night on the lawns of Old Parliament House. The event was free, but entry was via a competition that was advertised across Canberra FM radio and a strategic social media campaign. The launch event was highly successful in attracting attention, with unprecedented organic media attention and entry numbers that surpassed all expectation.
