The rejuvenation of Brand WA.

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The rejuvenation of Brand WA.
Tourism Western Australia TNS Social
Research Marketforce Marketing Communications
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Brand Western Australia

• The Research

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The Research Design
Qualitative
In Depth
In Situ
Individual
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Specific Research Techniques

• Projective Techniques
• Form of indirect questioning
• Consumers project their feelings onto someone
  or something else
• Useful when people find it difficult to describe
  their emotions
• Originated in psychology and psychoanalysis
• Extensive use in consumer research

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IMPSYSThe Model
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IMPSYSMale Archetypes
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IMPSYSFemale Archetypes
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Photos - the questions
Each of these people is planning a holiday
similar to yours. Here are four destinations they
are considering Queensland New Zealand
Western Australia Northern Territory Which man
(woman) would be most likely to choose each of
these destinations? Please select a different
person for each destination.
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Photos - the questions
What is it about(this destination) that would
really appeal to this person? What is this
person looking for in a holiday destination?
What sorts of things are important to them?
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IMPSYSWestern Australia
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IMPSYSWestern Australia
Warm and friendly Likes to socialise and be
active, but also wants to relax Happy with
life Genuine
seems very down to earth, which is pretty much
in tune with the culture of WA
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IMPSYSWestern Australia
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IMPSYSWestern Australia
Young but mature Fun-loving but smart Outgoing,
active Wants variety
wants a younger place, good weather to be
active, but also kick back and de-stress
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IMPSYSPicture Art
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Art Impressions
Imagine your ideal day on holiday in Western
Australia. Imagine what it would be like, what
you would be doing, and what specific things
would be making you feel special or feel
nice. Here are some pictures in which artists
have tried to capture different feelings and
moods that people experience on holiday. Which
one of these pictures best captures the way you
are feeling on your ideal day in Western
Australia.
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IMPSYSWestern Australia
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IMPSYSWestern Australia

• Alive, upbeat
• Happy
• Bright

• Bright - but not garish
• Natural
• Laid back and relaxed
• Not constructed

• Variety / Diversity
• Contrasts
• Harmony
• Calm, peaceful

• Natural
• Relaxed and care free
• Simple, unspoilt, homemade
• Content and satisfied

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IMPSYSWestern Australia

• Alive, upbeat
• Happy
• Bright

• Bright - but not garish
• Natural
• Laid back and relaxed
• Not constructed

• Variety / Diversity
• Contrasts
• Harmony
• Calm, peaceful

• Natural
• Relaxed and care free
• Simple, unspoilt
• Content and satisfied

• Natural
• Relaxed and care free
• Simple, unspoilt, homemade
• Content and satisfied

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" looks alive and busy, yet peaceful at the same
time - its tranquil, yet uplifting! "
IMPSYSWestern Australia
lots of different colours, but they blend in
nicely and the day flows together!
so many different colours and shapes, but they
all work together in harmony!
theres not too much going on and its not too
flashy the simple things make it so special!
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IMPSYSWestern Australia

• Alive, upbeat
• Happy
• Bright

• Bright - but not garish
• Natural
• Laid back and relaxed
• Not constructed

• Variety / Diversity
• Contrasts
• Harmony
• Calm, peaceful

• Natural
• Relaxed and care free
• Simple, unspoilt, homemade
• Content and satisfied

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Colours and Words
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Colours and Words
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Happy colours, with lots of activity makes you
want to be outsideits the real Australia!
natural and relaxed, peaceful and happy,
bright and calm, fresh and smooth
Natural colours that are warm and modern .but
they are happy with no stress
Bright colours that are good fun... they are
energetic, with an element of safety and comfort.
theyre real Australian colours.warm
colours, but not bland! They are whats best
about Australia
Fresh, clean, and bright colours that are still
relaxing.
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Western Australias key brand values
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VALUE SET 1
Natural Clean Unspoilt Untouched Warm
and friendly Not commercialised
Fresh Natural
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The Place and the People
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VALUE SET 2
Easy going Happy Stress-free Relaxed Tran
quil Laid Back
Carefree
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VALUE SET 3
Diverse Bright Active Refreshing Outgoing
Modern Uplifting
Alive
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Contrasting Harmony
relaxed.yet energised peaceful.yet
active tranquil.yet uplifted
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The core brand values
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Making the brand more distinctive...
Genuine Down to earth Not commercialised /
flashy The best things about Australia How
Australia should be What we thought Australia
would be like
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Developing the campaign
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Primary Target Audience

• 25-54 DINKs, 55 Empty Nesters
• Sydney and Melbourne
• Higher disposable income
• Considering Queensland, Fiji, New Zealand

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A holiday in WA makes you feel good, because
its the way Australia should be.
The overarching advertising proposition
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Nuances for concepting

• Tangible
• WAs pristine environment is rejuvenating
• Lack of commercialised, overcrowded places gives
  a sense of freedom
• Intangible
• WAs people are relaxed and friendly life seems
  simple and uncluttered
• WAs pace is unhurried and calming, allowing you
  to reflect on life
• The contrast
• WA provides a perfect balance between relaxation
  and reinvigoration

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Creative concepts

• Six different advertising campaigns were developed

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Creative concepts

• Six different advertising campaigns were
  developed
• Two were shortlisted
• Tested on Australian and international travellers
• A clear favourite emerged

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The new brand idea
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Use the song

• To claim authenticity
• To emphasise Australian-ness
• To add emotional power

Use a voice character

• To play on the audiences sense of nostalgia
• To establish an ironic Australian personality
• To re-position competitive destinations

Use imagery

• To claim unspoilt, fresh, natural
• To dramatise experiences for the audiences
• To express Carefree and Alive

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The distinctive brand
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The TV commercial
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The print campaign
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A strong, well-defined brand
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A strong, well-defined brand
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Campaign Results
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Brand Values Sydney/Melbourne
Q17. To what extent do you associate Western
Australia with being...
MEAN
fresh and natural
Pre campaign

6.6
relaxed and easygoing
Pre campaign

6.6
vibrant and alive
Pre campaign

5.3
8-10 scores (out of 10) ie those who strongly
associate statement with WA
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Brand Values Sydney/Melbourne
Q17. To what extent do you associate Western
Australia with being...
MEAN

7.8
Post campaign
fresh and natural
Pre campaign

6.6
7.8

Post campaign
relaxed and easygoing
Pre campaign

6.6
6.1

Post campaign
vibrant and alive
Pre campaign

5.3
8-10 scores (out of 10) ie those who strongly
associate statement with WA
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How did the Ad Perform? Sydney/Melbourne
REAL THING CAMPAIGN
Makes me more interested in taking a holiday in WA

Easy to relate to


Clever or imaginative
Worth remembering

Helps make WA seem different

4-5 scores (out of 5)
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Summary of Ad Performance Sydney/Melbourne
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And Visitation to WA

• Interstate campaign March to June 2005
• 7.8 increase (an extra 18,000) in interstate
  visitors for June quarter
• During same period, national interstate visitors
  decreased by -6.5
• Excessive growth was 14.3 or 33,000 visitors
  above national average
• Over 80 million in visitor spend above the
  national average
• Even with heavy discounting on east coast fares

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Thank you