Longtail appointed by CME WA to develop an ‘alternative’ campaign strategy for resources

After a competitive pitch, the Chamber of Minerals and Energy of Western Australia (CME) has appointed Longtail to develop and deliver a new positioning strategy for the resources sector.

“The sector has many positive stories to tell but they are often rather lost or unexplored as part of CSR (corporate social responsibility) projects,” said Carlo Bertozzi, CEO & Founder of Longtail (pictured).

“Our job is to get those stories into the broader public domain and explore the narratives through a different lens, with a strong focus on native content and co-creation.”

“We’re happy to be working with Longtail and are excited about their vision for this campaign,  which is quite different from anything we have done in the past,” CME CEO Reg Howard-Smith said.

“The resources sector plays such a significant part in the everyday lives of West Australians – far beyond its economic contribution and employment opportunities. We are looking forward to sharing a much more holistic perspective of the industry.”

Longtail are already actively working on the first phases of the project and expect to be in market before the end of the year.