We were engaged by not-for-profit Celebrate WA to promote WA Day so that it quickly became familiar to people throughout the State, and to encourage everyone to embrace their June long weekend by doing something they enjoyed that was typically West Australian.
We took on the challenge by attempting to understand the emotional connection we all have with WA. Through research and interviews with West Australians, we created a campaign true to the values of our great State. We learned there was a great sense of pride in being Western Australian and this was true across a range of cultures, regions and backgrounds.
So our focus was to encourage people to take time out to celebrate the unique pride we have for WA by pledging to take the weekend off relax, and enjoy everything our State has to offer no matter who or where they were.
Core to our campaign was integrating traditional media partnerships and a substantial social media campaign to promote mass awareness of, and engagement in, WA Day and the community events staged by Celebrate WA each year.
To motivate Western Australians to take the pledge we launched a social media campaign across Facebook, Instagram and Twitter asking people to tell us how they would relax on the day using the hashtag #WADay.
Media embraced #WADay and the pledge concept, with high profile talent from Channel 7, The West Australian and Austereo making their own personal pledges to relax, creating a sense of buzz and shareability around the campaign.
We approached brands with a strong social presence to make their own WA Day pledge using #WADay. Key influencers that adopted the hashtag included Premier Colin Barnett, YouTube and Hollywood sensation Troye Sivan, Facebook (Global), Twitter (Australia), Channel 7, West Coast Eagles, and leading local band Birds of Tokyo.
The 2015 WA Day campaign was our most successful campaign yet, reaching 24 million people with more than 275 unique media articles generating substantial local awareness around WA Day.
Recognition of WA Day is now high throughout the community just a few years after it replaced Foundation Day, which many people did not understand.
The WA Day campaign has been recognised by the Public Relations Institute of Australia (WA) for the past 3 years and won national web awards for social media in two consecutive years.