Southern Plus WA launches new brand campaign via FutureBrand and 303 MullenLowe, Perth

303 MullenLowe Perth has unveiled a brand campaign for Southern Plus – the new home care brand from aged care provider Southern Cross Care, WA – which follows an extensive brand development program led by FutureBrand.

The Australian aged care sector is under pressure to meet growing demand for care services. Government reforms are giving people greater control and choice by allowing them to select service providers that best meet their needs either at their homes or in residential facilities.

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To position itself for success in this changing environment, Southern Cross Care appointed FutureBrand and 303 MullenLowe – as branding and communications partners respectively – following a competitive pitch.

Southern Cross Care worked with FutureBrand to develop the new Southern Plus home care brand, which speaks to the added extras and additional value that Southern Plus can offer.

Says Richard Curtis, CEO, FutureBrand ANZ & South East Asia: “Aged care is a sector undergoing its own transformation and we’ve worked closely with the Executive and their teams to immerse ourselves in the world of their clients and carers. It’s been an emotional journey at times and we’ve harnessed this emotion in building the Southern Plus brand to focus on the things that matter most.”

303 MullenLowe was then tasked with developing a long-term communications strategy to deliver the new brand to the market. The campaign targets independent Australians who have never been the retiring type, and require aged care services that are centred wholly on their needs. The campaign is supported by TV, radio, print, out of home and digital.

Says Jane O’Halloran, general manager, strategy, for Southern Plus: “Working with FutureBrand and 303 MullenLowe has enabled us to create something very special together and we’re proud to see the new Southern Plus branding come to life. The new brand perfectly captures our positive strategic intent for Southern Plus, while 303 MullenLowe showed an incredible depth of understanding of our business and an empathy with the audience.”

Says Al Taylor, group managing director, 303 MullenLowe, Perth: “In a hotly contested market, brand and communications will be essential to Southern Plus’s future successes. The collaboration with FutureBrand has been a wonderful and fruitful experience, and we’re proud to be playing our part in building the Southern Plus brand with Jane and her team.”

Southern Plus:

Account Management: Maud Weulersse, Federica Pala, Katherine Monk