Tomorrow’s Sydney
Content is KING and I needed audiences to tune in
The goal was to convert future patrons to the new infrastructure
I lead a team to execute a newsworthy marketing campaign to get Sydney-siders talking about the exciting new projects underway. Partnering with Emotive, we used the iconic Sydney newsreader Lee Lin Chin to deliver an informative message in an empathetic, entertaining and memorable way.
The campaign was featured on all digital channels, including Lee Lin Chin’s own Instagram and Twitter pages, OOH, OTV, radio and broadcast TV.
The campaign was a push - my fantastic team and I delivered everything within four weeks and I got in on the copywriting, design and media planning. It was an excited project and we met all business objectives.
Further reading here:
Results
9/10 recognition scores, with over 3 million unique Sydney-siders reached
70% positive sentiment score throughout the campaign period
Station Link trains used at full-capacity, minimising disruption
Over 30K unique organic views of YouTube content