To build a brand in a commodity marketplace.
Research insights showed that Tasmanian sense of care and concern for their fellow citizens was significant. So we wanted to harness this feeling, by positioning Timberlink as Made of Tasmania.
A fully integrated media campaign covering TV,
press, outdoor, website and online advertising.
The Collaborative was first introduced to Timberlink a few years ago now. Part of the engagement back then was that David Gaff and I had agreed to keep in touch and he was reliable in doing this in a comfortable way. The timing and approach was great. We had some new initiatives that commenced mid 2017 and so with David having kept in touch we invited The Collaborative to undertake some scoping work with us. We met more of the team and commenced the strategizing with David and Gordon. Their commitment to providing informed creative strategy based on the research was disciplined, logical and transparent. The project was launched as a pilot with challenging deadlines for all of us and some bumps along they way. David was both strategic and hands on, which we very much valued at this time. The whole team were responsive and committed to the pilot’s success. The pilot campaign has now been approved ongoing and we look forward to continuing to develop the creative strategy and execution with The Collaborative.
Christine Briggs, General Manager Marketing & Business Development