Creative Marketing Specialist, City of Wangaratta
Wangaratta – The rural city of “Happy little locals”. The campaign targeted at luring COVID weary Melbournians to live and work in a growing rural city.
In early January 2021, the Rural City of Wangaratta embarked upon an ambitious, high visibility campaign that included prime time TVCs and Outdoor Advertising in Metropolitan Melbourne. Whilst timely given the interest from many Melbourne residents to move away from the city, this campaign was in fact grounded in years of work.
In the lead up to 2019, the municipality had been experiencing below state average population growth, poor brand awareness and a disjointed and inconsistent approach to marketing.
As a result, the Council recognised the need to develop a strong brand strategy and identity to drive investment, development and visitor attraction, and instil community pride.
What followed was a year-long project which crystalised what Wangaratta stands for, the brand positioning and key pillars, which now unpin all marketing activity. In this session Jamie and Lucy will provide insight into the campaign’s effectiveness and take us through the City’s journey, and what’s been learnt along the way.
Lucy has 10 years’ experience delivering high profile marketing campaigns for some of the world’s biggest financial service providers including the Royal Bank of Scotland, the Bank of New York, HSBC and Bupa Health Insurance.
In 2018, Lucy made the tree-change to North East Victoria from the big smoke (Melbourne) and has never looked back. She joined the Rural City of Wangaratta in 2020 and is responsible for bring the brand strategy to life. In her short tenure, she has launched two large scale marketing campaigns and project managed the roll out of a new digital platform for five websites, including the main Council site.
Lucy is passionate about turning big, bold ideas into a reality. The type of ideas that result in beautiful and engaging campaigns that connect with and inspire customers. She is also an avid runner, rider and gin drinker.