Adelaide Hills Council
Growing connected communities
The Opportunity
Adelaide Hills Council approached communikate to develop and implement a marketing communications program, supported by campaign design assets, to assist in connecting new or remote areas to the larger Adelaide Hills community.
The objectives for the campaign were to:
- Build a powerful community narrative
- Create a sense of community within and between the Adelaide Hills Council areas
- Raise awareness and appreciation of what Council offers and does to benefit its community
- Drive people to the new Residents Guide on the website
Our Approach
With an established relationship and knowledge of the Council’s areas and needs, we were able to respond to the brief with a comprehensive marketing communications program.
This included:
- A campaign narrative, woven together with a campaign headline – Your Place Your Space
- New campaign creative and design assets including signage, digital advertising and collateral
- A campaign photoshoot
- A video series highlighting resident stories and why they love being part of the Adelaide Hills community
- A social media advertising campaign
- Letterbox drop to targeted suburbs including a magnet
- Out-of-home advertising campaign
The campaign narrative speaks to the idea of ‘space’, something we all value, and the Adelaide Hills provides.
The creative utilised a flexible typographic treatment for the campaign headline to evoke a sense of space, while the use of linear ‘hills’ ties in to the newly refreshed Council look and feel. The hero imagery is given centre stage, championing the lifestyle that is afforded by being part of the beautiful Adelaide Hills community.
The Outcome
The campaign has provided the Adelaide Hills Council with a unique and strong proposition that they can confidently own.
The initial anecdotal feedback to the campaign has been positive, with an appetite for greater reach and impact.
The four-week social media advertising campaign delivered significant awareness of the campaign messages to approximately 5,100 residents within the targeted suburbs, achieving over 64.5K impressions. The ads generated 401 engagements and 346 clicks, driving 166 individuals to the Council’s Residents Guide webpage.