CIC Australia, in a joint venture with Mirvac, has partnered integrated communications agency, Grey Canberra, to launch Googong, a new, self- contained township in the Canberra region. The agency has rolled out a new campaign that centres on the concept of a new nation with its own distinctive culture and residents referred to as ‘Googonians’.
The launch campaign by Grey centres on the reinvention of the great Australian lifestyle: the Aussie ideal reinvented. Extensive research carried out by the agency through online surveys, focus groups and stakeholder engagements have shown that Australians wish to belong to close-knit communities. Grey has thus distilled this finding to launch an integrated marketing campaign to introduce Googong as an idyllic, yet modern ‘nation’ which not only offers modern convenience but also the social advantages that a close-knit community can provide.
The Googong launch campaign across press, television, outdoor and digital taps on the idea of the township as a symbol of holistic living which has its own cultural characteristics – a flag, language, anthem, ceremonial dress and much more. Developed by Googong Township Pty Ltd, a joint venture between CIC Australia and Mirvac, Googong is a flagship residential project that will be a future home to 16,000 people.
Targeting contemporary Australians who seek closer community ties, Googong positions itself as a self-contained, thriving township which offers the best of modern living in a green, rural, yet accessible setting. “We would like for Googong to be the kind of community that Australians have always wanted to be a part of,” said Caroline Whitelum, National Marketing Manager of CIC Australia. “The team at Grey displays thorough understanding of our vision for Googong and we are really pleased with the team’s creative branding strategies, campaign management and strategic thinking that will help position Googong as a top choice for our target consumer market.”