CRITICAL SKILLS
ADVERTISING CAMPAIGN
642. Hon Dr STEVE THOMAS to the Leader of the House
representing the Premier:
I refer to the Premier's
recent announcement to spend $4 million on a critical skills gap advertising
campaign.
(1) Which advertising agency will be
responsible for producing the $4 million advertising blitz?
(2) Who within government will
approve the content of the advertising?
(3) How will the effectiveness or
otherwise of the advertising campaign be assessed?
(4) What is the campaign funding
breakdown allocated to print, radio, digital and partnerships?
(5) What will be
the time line of the campaign and why will this $4 million advertising blitz be
any more successful than the underwhelming Work and Wander Out Yonder campaign?
Hon SUE
ELLERY replied:
I thank the honourable member for
some notice of the question.
(1) Western Australian creative
agency Rare is undertaking the campaign work.
(2) It will be the Department of the
Premier and Cabinet.
(3) The effectiveness of the campaign will be measured
by the number of people who have seen and interacted with the campaign
assets. As per usual practice, a campaign evaluation of all media channels will
be done at the end of each campaign burst, including measuring the campaign's
influence on people to move to Western Australia.
(4) The campaign is under
development and a breakdown of costs is yet to be determined.
(5) I reject the
premise of the question. The Work and Wander Out Yonder campaign was successful
and had a different scope than this
campaign, which will target people outside of Western Australia. It is
disappointing that the Liberal Party
continues to undermine the efforts to support regional businesses and the
creation of jobs for Western Australians. The time line of the targeted
skills campaign is under development.