WA Day Festival

Clarity has played a key role in raising the profile of WA Day for eight consecutive years, after initially being tasked with encouraging Western Australian’s to embrace the transition from Foundation Day in 2012.

Since then Clarity has worked with Celebrate WA to shift from traditional media partnerships to an integrated media approach by embracing social content and advertising.

Our challenge in 2019 was to keep growing the profile and reach of the unique holiday by promoting the 10 Festivals happening around the state, the SOTA Music Festival and the prestigious Western Australian of the Year Awards with PR and social media.

A change in venue from Elizabeth Quay to Burswood Park also meant we had to re-educate Perth Festival-goers on where to spend their long weekend – no mean feat when punters had become used to heading straight to the CBD.

In the lead up to the long weekend we worked closely with journalists across the state to secure prominent and widespread coverage encouraging people to get out and about over their long weekend.Clarity was also responsible for managing community feedback in the lead up and across the long weekend, and ensuring that comments, queries and complaints received via social media were passed on to the relevant authority and dealt with in a timely manner.

This task becomes more challenging every year as people become more connected than ever before and an individual’s comments can cause significant reputational damage to an organisation in a short space of time. Our team worked from a central hub in partnership with the University of Western Australia to ensure the weekend ran without a hitch for our client and the crowds.

In 2019 a record high 120,000 people attended Celebrate WA’s activities across the state; recognition of the fantastic program of events put on by Celebrate WA and Clarity’s communications efforts.Independent monitoring and analysis of the media coverage for WA Day showed Clarity helped achieve over 800 separate articles and broadcast items valued at more than $7.6 million.

Client

Celebrate WA

Services

Digital & Social Experience, Public Relations, Branding & Design

Year

2019