Campaign aims to put Karratha on tourism map

The City of Karratha is on a mission to prove it is about more than just hard hats and high-vis, with a new place branding campaign not just to attract visitors but to show the town as a great place to live.

The City council has recognised any awareness of Karratha is tied to the mining industry and set out to put it on the map by making the city a more liveable and enjoyable place to live.

With new infrastructure like the Red Earth Arts Precinct and the Karratha Health Campus, the time has never been better to show off all the Pilbara lifestyle has to offer with the Karratha is Calling campaign.

City of Karratha Mayor Peter Long said there was a public perception Karratha was a mining town but the campaign would show it had much more to offer.

“There is an enviable lifestyle and opportunities for business following significant council investment in community infrastructure to enhance liveability,” he said.

“Plus, our region’s unique adventure, nature and eco-cultural experiences are underrated. The place branding campaign aims to showcase our region as an emerging tourist destination.”

The campaign is linked to the City’s draft Destination Management Plan, which identifies the additional infrastructure required to make sure visitors enjoy their time here when they arrive.

“The DMP identifies opportunities to strengthen the local tourism industry, increase visitors to the region and diversify our local economy,” Mr Long said. “It is supported by the draft Economic Development Strategy, which provides a framework for direction on how council will attract diverse and sustainable business and work opportunities.”

Karratha is Calling will take place in two stages, with the first one focused on tourism and the second aimed at attracting residents.

The $1.9 million campaign will target the Perth metropolitan area and include a mix of digital news articles, magazine features, online and social media content and other advertising material at bus stops and in cinemas.

Some of the advertising ideas include cinemas, Qantas’ in-flight magazine, bus shelters, online through Perth Now, and paid Facebook and Instagram content.