Department of Jobs, Tourism, Science & Innovation

Communications strategy for a government-led international campaign

Western Australia and international markets

The WA Government launched Reconnect WA following COVID-19, seeking to use the State’s strong economic performance during the pandemic to attract visitors, students, skilled workers and investors back to Western Australia. With multiple sectors and audiences to reach, including international trade offices across several countries, the initiative needed messaging that was consistent, practical and usable across different channels and government agencies.

Within a four-week window, Clarity conducted desk research and extensive internal stakeholder consultation to develop a unified messaging framework for Reconnect WA, based on the key motivations of the four very different audiences. We delivered an overarching strategic communications plan and five sector-specific communications plans covering tourism, investment and trade, students and workers, each with practical templates and examples across media releases, newsletters, social media and speaking notes.