Australian City Karratha Looks To Shake Perception As Mining Town In Tourism Campaign

The Westen Australia city of Karratha has launched a place branding campaign titled ‘Karratha is Calling,’ created by 303 MullenLowe Perth and Sydney.

A primary aim of the campaign is to tackle the misconception that Karratha is simply a mining town while encouraging more people to live, visit and invest in the area by showcasing what the area has to offer.

“When I used to hear ‘Karratha’ – I thought of mining,” said Richard Berney, executive creative director, 303 MullenLowe.

“This campaign needed to radically change that, to invite everyone into the realities of this wild and magical place. Interestingly, it began with the language. ‘Karratha is Calling’ softens vowels with a lyrical invitation. Ultimately this campaign is the call of a better life, and the locals who are ready to share their secret with the rest of us.”