The City of Perth makes a serious business move

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With Perth undergoing a once in a lifetime transformation, with more than $13.2 billion worth of projects including Perth Stadium, Yagan Square and redevelopment of Forrest Chase and Raine Square, the City of Perth realised now was the perfect time to attract local, national and international businesses, investors, innovators and overseas students.

To achieve this, the City of Perth created the 'Serious Business Move' initiative. The aim is to change the conversation about how the city is perceived locally, nationally and internationally, especially in the areas of affordability, medical research, technology, innovation and education.

At the core of the campaign is a new digital platform invest.perth.wa.gov.au, created by The Brand Agency using the Sitecore Experience Platform. It provides information and insights to be used as a primary sales tool by the City of Perth Economic Development and Activation team. 

The Brand Agency's Head of Digital Projects, Paul Hamilton, said once they understood the need to change the conversation, they needed to create something special.
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"The Agency's design and content team utilised some of the most visually stunning images and footage of Perth. It makes me proud to see the city where I live and work, looking so beautiful while highlighting the prosperity and transformation of the city. We were also very excited about the opportunity to build the solution upon the Sitecore Experience Platform. It's an incredibly powerful marketing tool and enables us to fully integrate our in-house digital, media and analytics services to measure campaign engagement value and effectiveness and better targeting consumers through personalisation of relevant content," said Hamilton.

The campaign incorporates the development of the web marketing platform and content, including advocacy videos, display ads, sponsored editorials, print collateral and out of home. These tools will continue to be relevant for the City of Perth and used on an ongoing basis by their Economic Development Unit.

Credits
Client: Nicola Brandon, Lauren Brophy
Account Management: Adrienne Devine, Ruby D'Aloia
Digital and Technology: Paul Hamilton, Matt Lawrence
Content: Katie Trew, Brayton Gillette 
Design: Carly Groves, Clayton West
Creative: Lachlan Banton, Niall Stephen
Media: Nicole MacNeil