Marketforce wins Perth Mint contract

Advertising agency Marketforce has beaten rival agencies Gatecrasher and The Brand Agency to be appointed to run a new campaign to promote the refurbishment of the Perth Mint's tourism operations.

Marketforce chairman and CEO John Driscoll said that the campaign would be crafted to deliver the message that the Mint is more than just a tourist attraction.

"The campaign will be timed to coincide with the reopening of the refurbished Perth Mint Shop, and will be promoting its position as one of the city's premium retail destinations for quality jewellery and collectibles," said Mr Driscoll.

The Perth Mint Shop on Hay Street in East Perth is being expanded to allow it to meet the growing demands of business and compete with modern retail outlets.

"By also dividing our retail sales into specialty areas, we're also taking further steps towards ensuring the whole retail experience is more enjoyable for our customers," said Perth Mint manager visitor experience, Cathy Anza.

The redevelopment of The Perth Mint Shop is stage one of a multi-million dollar refurbishment of the Mint's tourism operations, a business unit which also includes the Gold Exhibition and Café.

See company statement below:

The Perth Mint has appointed leading Perth advertising agency Marketforce to roll out a major new campaign promoting the multi-million dollar refurbishment of its tourism operations.

The campaign, which is due to commence in November, is expected to be rolled out across a variety of media including press, print, online and outdoor channels.

Marketforce Chairman and CEO John Driscoll said the campaign would be crafted to deliver the message that the Mint is more than just a tourist attraction.

"The campaign will be timed to coincide with the reopening of the refurbished Perth Mint Shop, and will be promoting its position as one of the city's premium retail destinations for quality jewellery and collectibles," said Mr Driscoll.

The refurbishment marks a major transformation for the 111-year-old Perth Mint, which draws thousands of local, national and international visitors each year to its exhibition and retail facilities.

Stage One of the refurbishment, which comprises a complete redevelopment of The Perth Mint Shop, is already underway with building works having commenced in April.

The redevelopment will see the Shop, housed in The Perth Mint's heritage building on Hay Street in the East Perth, improved and expanded in a move aimed at both meeting the demands of the growing business and allowing it to actively compete with modern retail outlets.

"We have respected our heritage space by reinstating some of the building's colonial features, while introducing a blend of contemporary and minimalist furnishings," said Cathy Anza, Perth Mint Manager Visitor Experience.

"By also dividing our retail sales into specialty areas, we're also taking further steps towards ensuring the whole retail experience is more enjoyable for our customers."

The redevelopment of The Perth Mint Shop is stage one of a multi-million dollar refurbishment of the Mint's tourism operations, a business unit which also includes the Gold Exhibition and Café.
Marketforce won The Perth Mint campaign in a competitive pitch against Gatecrasher and The Brand Agency - a decision that came down to an on-target pitch that offered a unique fit for the Mint, according to Ms Anza.

"Marketforce presented a professional and focused strategic intent for our business - they provided informative research findings, a strong format for our campaign advertising, a clear view of how the agency works and how we, as a client, would fit into that process," she said.

"They also showed how involved we would be in all creative and media buying decision-making processes, and offered a unique client management system which we're able to access online."
Ms Anza said the creative premise and unique selling propositions provided by Marketforce for each campaign had "hit the nail on the head" for The Perth Mint.

"And, of course, their longevity as an agency, creativity and reputation also contributed to our decision," she said.

Mr Driscoll said Marketforce was delighted with the win.

"We're very happy to be working with such a well-respected and well-established business, and we are looking forward to helping the Mint deliver the message about what is an exciting transformation and the start of a new era for a Perth landmark," he said.