Passport to Googong?
Grey Canberra has launched a PR campaign to promote a new self-contained township in the ACT, Googong.
Grey Canberra designed the territorial concept
In a campaign reminiscent of the ‘Passport to Pimlico’, the concept centres on the idea of Googonians inhabiting a distinctive new nation with its own culture. It is built on responses from online surveys, focus groups and stakeholder engagement which concluded that Australians wish to feel they belong to close-knit communities.
Clients CIC Australia and Mirvac aim to make their Googong project home to 16,000 people.
"This truly integrated campaign is a testimony of the agency's renewed focus on idea-driven campaigns with cross-platform potential,” said Tony Mansfield, general manager of Grey Canberra.
“Our integrated campaign to launch Googong highlights a contemporary interpretation of the Aussie ideal. Googong will provide that 'tight-knit' lifestyle, together with all the amenities of a modern town."
Matt Johnson, creative director of Grey Canberra added: "To bring the Googong strategy to life, we invited prospective buyers to become 'Googonian. We invented a culture with its distinctive cultural devices - this allowed us to deliver the brand's proposition in a fresh, entertaining and fully integrated manner to build and engage a valuable 'Googonian' community that will attract more people to make Googong their home."
Caroline Whitelum, national marketing manager of CIC Australia said the aim was to make Googong the kind of community that Australians have always wanted to be a part of.
“The team at Grey displays thorough understanding of our vision for Googong and we are really pleased with the team's creative branding strategies, campaign management and strategic thinking that will help position Googong as a top choice for our target consumer market," she said.