City of Karratha appoints 303 MullenLowe

The City of Karratha has appointed 303 MullenLowe as its new agency of record, tasking the agency with developing a comprehensive place branding campaign that will broaden perceptions of Karratha and the surrounding region as a centre for tourism, business and investment.

The City of Karratha is located in the Pilbara region of Western Australia’s North West, and has long been renowned as a mining powerhouse. 303 MullenLowe will work with the City of Karratha to develop a four-year $1.9m place branding strategy that tackles the misconception that Karratha is simply a mining town, encouraging more people to live in, visit and invest in the area.

The campaign will tap into all aspects of 303 MullenLowe’s hyper-bundled offering – design, integrated advertising, PR and social media, web development, and media planning and buying through MullenLowe Mediahub.

City of Karratha Mayor, Peter Long, says: “We felt that 303 MullenLowe demonstrated a clear understanding of the requirements of the project and accurately captured the brief and Council’s vision for tourism, lifestyle and business opportunities in the City of Karratha.”

John Linton, planning director at 303 MullenLowe, says: “Karratha and its surrounds are one of those few remaining pockets in WA that the rest of the country hasn’t been fully exposed to, so to help the City tell this story is an incredibly rare and exciting opportunity.”

303 MullenLowe is now working with Karratha to develop and begin implementing the campaign in the second half of 2018.