The Sunshine Coast is south-east Queensland's fastest-growing region and is now one of the nation's Top 10 Largest Townships. In 2014, the Queensland state government appointed a Priority Development Area for the delivery of an entirely new city centre in the heart of Maroochydore.
SunCentral is the organisation established to oversee the design and build of this greenfield city. When VA was chosen to help introduce the project to market, we were delighted to develop a campaign that would begin the conversation about the Sunshine Coast’s new ‘capital city’.
SunCentral’s brief centred around a website and digital strategy but with a major stumbling block - there was no existing content. Besides a logo and basic style guide, the story hadn’t begun.
At VA we believe a website without content is like a city without people.
So, we crafted a question to get the ball rolling on the SunCentral story:
“What makes a great city?”
This question aimed to create a solely positive narrative about a place that doesn’t yet exist.
We hand-picked the talent who would paint the best picture of an aspirational new city lifestyle for our region using the most interactive content type currenlty on the web: video.
- A minute of video is worth 1.8 million words
- The chances of getting a page one listing on Google increase 53 times with video; and,
- Videos result in double the engagement of any other content types on Facebook.
We produced a suite of videos, a series of infographics and distilled 500+ pages of often dry government copy into a streamlined and visually delightful website that is a great experience on desktop and mobile devices.
We are continuing to work with SunCentral on further digital advances and brand materials.
WATCH: videos by The Various Artists. Producer/Director: Loris Gordon, Art Direction and Graphics: Fran Johnson-Cash, Filming and Post-Production: Raw Lens Media