Gladstone Port Upgrade
Informing Communities
Good for Gladstone
Gladstone Ports Corporation was undertaking the most significant expansion of the port’s capabilities since commercial activities began in the 1920s. Loa’s brief was to develop a branded campaign that would educate, inform and update throughout the project via digital and traditional media.
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Out in the open
Loa identified the need for transparency as a critical concern for all aspects of the campaign. Working with Gladstone Ports Corporation, a strategy that featured weekly community updates, educational fact sheets, newsletters, exhibition materials and a dedicated website featuring real time reporting was developed to keep the community informed. Simple, unpretentious and imagery that featured local areas were employed to ground the aesthetic in reality, and connect directly to residents.
Communicating with clarity
While the dredging project was a divisive issue with the local community, the educational basis of the campaign combined with its inclusive and open nature had a marked effect on community attitude. Attendance at Gladstone Ports Corporation hosted community events increased, and website visitation was high, especially for the real time water quality monitoring and downloadable fact sheets.
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Services: Brand Strategy, Brand Positioning, Trademark Development, Brand Identity, Brand Management, Graphic Design, Digital Development
While the dredging project was a divisive issue with the local community, the educational basis of the campaign combined with its inclusive and open nature had a marked effect on community attitude.
