Brief: Build Serco's profile and increase awareness and understanding of the brand in Western Australia.
Solution: As part of a long-term communications strategy, Clarity devised an integrated print advertising and YouTube campaign as a means of both promoting the company's brand and giving this diverse company a strong public personality.
The ads featured in The West Australian, WA Business News and Community News and all promoted a link to a Serco channel on YouTube with video of the same employees telling their unscripted story.
Serco's operations in Western Australia featured in the campaign are:
- Transperth ticketing and information service
- Great Southern Rail, operators of the Indian Pacific train
- Immigration Services
- DMS Maritime - HMAS Stirling operations
- Fiona Stanley Hospital non-clinical services
- Medical and Dental
- Acacia Prison
- Court Security and Custodial Services
Clarity also managed the opening event for Serco Asia Pacific's
new corporate office in Western Australia on August 29, 2011.
The event was held in the foyer of the new office on St
Georges Terrace.
Results: During the 8 week campaign, the print ads were seen by 700,000 people every week. To date, Serco's YouTube channel has had over 2,100 hits. The campaign also resulted in news coverage by PerthNow and The West Australian and encouraged activity on twitter and radio talkback.
Eighty guests attended the office opening event and Chamber of Commerce and Industry vice president John Atkins did the honours in front of Serco Chief Executive Officer David Campbell and guests from BT Global Services, TMS Holdings, Regal Transport, DMS Maritime and Government agencies involved with Serco's operations in the state.
