WORK AND WANDER OUT
YONDER CAMPAIGN
868. Hon PETER COLLIER to
the Minister for Agriculture and Food:
My question without notice of which
some notice is given is asked on behalf of Hon Jim Chown, who is on urgent
parliamentary business.
(1) Were any
focus groups used or modelling undertaken by the minister or the adverting
agency prior to the launch of the Work and Wander Out Yonder advertising
campaign?
(2) If yes to
(1), what was the employment success rate indicated by the modelling?
(3) If focus
groups were utilised prior to the campaign launch, what indication was received
in regard to the campaign being successful?
(4) What is the
cost of the campaign?
(5) What
advertising agency is responsible for executing the campaign?
(6) How long is
the campaign intended to run for?
Hon
ALANNAH MacTIERNAN replied:
I thank the member for the
question.
(1)–(3) The Work and Wander Out Yonder campaign was built
on the success of the Wander Out Yonder campaign in Tourism. The
independent analysis into the Wander Out Yonder campaign found it recorded the
highest awareness and highest levels of people attributing taking action as a result
of having seen that campaign of any domestic
campaign done by Tourism WA since it began tracking three to four years ago.
Based on these results and the natural fit for the young target
audience, it was decided that the regional recruitment campaign would leverage
on the success of the tourism campaign. Of course, timeliness was important to
mobilise a workforce in time for harvest.
�(4) The total budget for the Work
and Wander Out Yonder campaign is $1.66 million.
(5) The Brand Agency.
(6) The campaign
will run in three phases that will align with seasonal job opportunities
between now and March 2021. It will be complemented, of course, by today's
announcement of our accommodation and transport assistance package for
agricultural businesses.