Marketing and Communications
Using the Visit Perth brand
The purpose of the Visit Perth brand is to unearth the human stories of Perth to inspire city wanderlust.
Expect to see rich storytelling told through a unique human lens. We have the unrivalled vantage point of being at the centre of the greatest city in the world (…we may be a bit biased!) and we want to use that position to create quality content that showcases our city to visitors. Keep this in mind when submitting content.
Please contact us if you would like a copy of the Visit Perth brand guidelines and we can discuss how we can collaborate.
Always On Campaign
The City will be in market all year around with a paid marketing approach that aims to grow brand awareness of Visit Perth, increase channel visitation and following for the Visit Perth, City of Perth and Think Perth websites and relevant social pages, and ultimately increase loyalty and visitation to Perth. The campaign is dual layer:
- Visit Perth brand layer – still in development
- Tactical content layer
The tactical layer amplifies content across a variety of digital channels to attract new audiences to our owned channels. Channels include social media, paid search, broadcast video on demand, PerthNow, Seven West Media digital channels, Unruly and Gmail.
Content so far includes:
- Perth Prodigies – profiling young, up-and-coming talent in Perth across a range of industries
Ian Michael, Dan Bradshaw
- Iconic Perth Places – behind the scenes at some of Perth’s most well-known locations
London Court, Kakulas Brothers
- Cocktail Chronicles – showcasing some of Perth’s best mixologists and cocktails
Lot Twenty, Tiki as FK
- Kids Critics – young critics review the best activities for children
Jungle Maze, Perth City Carnival
- Gig guide – what’s on in Perth’s music scene
- Perth Day Trips – things to see & do in Perth surrounds
- The Ethical Tourist – how to shop, visit and eat sustainably in the city
We’re always looking for new content ideas so get in touch if you have a story to tell.
Promote your business
Provide strong content for social media
- Listing added to Visit Perth website via the Business Portal.
- Short, succinct information to accompany the image/video. Make sure to include the most interesting details of your business or event and avoid salesy language.
- Great photo or video.
- Preferably with people in them – the Visit Perth brand shares stories through a human lens.
- Make sure you have the rights to the content.
- Avoid empty venues and single use plastics.
- High resolution (1MB or more) with no text, logos or graphics.
- Bright, colourful and in focus.
- Provide a combination landscape (horizontal) and portrait (vertical) photos.
Keep it to about 10-30 seconds.
- We can work with both landscape (horizontal) and portrait (vertical) videos.
- Shoot with the light behind or to the side of you.
- Keep it to about 10-30 seconds.
- Make sure to use the correct tags so we can share your content – #visitperth on Instagram main feed photos, @VisitPerth on Instagram stories and the Visit Perth Facebook page on Facebook.
- Keep us in loop early on if something new is happening that is worth sharing.
- Send us content about 2-4 weeks before we’d need to share it.
- Examples of shareable content ideas include interesting collaborations, retail experiences and instore events (e.g. meet the artist, meet the author, live music instore).
Street bannersIf you’re looking to promote a large-scale event, the City’s street banners can be an effective tool. Banners are located across the city including high-traffic areas such as the Hay and Murray Street malls. Find out more information.
The City is moving away from bespoke, individually branded campaigns to an always-on Visit Perth branded campaign. This multi-channel campaign will promote rich content produced in line with the storytelling tone of voice of the Visit Perth brand. Activity will be boosted at certain times of the year around key themes:
- Aug/Sept/Oct – retail
- Nov/Dec/Jan – Christmas, summer, festivals
- March/April – food and beverage
- May/Jun/Jul – arts and culture
If you have any storytelling ideas, (e.g. interesting characters in your business, unique perspectives, your take on global trends), please get in contact.
Stay up to date
Business events and networkingThe City of Perth holds regular business workshops on a range of topics to support small and medium businesses to thrive within the city environment.
These workshops are also a great opportunity to connect and network with other businesses, however tickets are limited and supplied on a first-in first-served basis. A maximum of two participants per business will be allowed to secure tickets at each workshop.
The 2020 workshop program is currently being reviewed. Please contact the Business Development team in the meantime.
Inside PerthInside Perth is an electronic newsletter distributed monthly which shares important news, information, opportunities, and marketing campaigns and events from the city. The information is primarily targeted at businesses and traders operating within the City of Perth boundaries, however may be useful for other interested parties. To subscribe to Inside Perth, email the City.
View previous issues and mailouts.
We’re currently on the lookout for storytelling content on the following global trends. If you have an interesting take on this trend, let us know.
- Native dining – cooking with native Australian ingredients.
- Carbon positive travel – activity that goes beyond achieving net zero carbon emissions to create an environmental benefit by removing additional carbon dioxide from the atmosphere.
- Farm to plate dining – food comes directly from the producer without going through a store or distributor.
- Sober bars – serving creative, quality mocktails or alcohol-free beverages.
- The art of slow travel – mindful travel that focuses on the journey rather than just the destination, getting off the beaten track and immersing yourself in experiences.
- Wellness travel and hospitality – travellers looking for a tourism experience to leave them mentally revitalised, spiritually connected and physically renewed.
- Luxury skincare – science is taking over the beauty industry with offerings like DNA-analysed beauty treatments and scientific skincare products.
- Social stays/solo travel – solo travel is on the rise and hotels and hospitality providers can cater to this particular guest looking for entertainment and connection.