City of Perth
How do you help the City of Perth drive visitation to bar and restaurants around the CBD and encourage people to spend on Thursday nights?
Thursday is the poorer cousin of Friday and Saturday and often overlooked for its more glamorous cohorts. We took this insight as our inspiration. We wanted to change attitudes towards Thursday completely, because just targeting people with special offers in these venues wouldn’t be enough.
We created a manifesto that declared the benefits of Thursday by creating a personality people would warm to. The idea was written with tongue firmly placed in cheek and, to bring it to life, we enlisted Tex Perkins of 90s band The Cruel Sea. We produced a full-length version and two 15-second follow-ups, along with radio, out of home, social media and digital placements.