The Office of Liquor and Gaming Regulation (OLGR) had done the hard yards of developing, building and creating a new strategy to meet the modern demands of the industry they oversee. But communicating their strategy to a range of diverse industry stakeholders was seen as one of the most critical steps in achieving their strategic goals. They needed clarity, understanding and buy-in. Enter New Word Order.
One of the key challenges for OLGR is managing the dual roles of being the industry regulator and minimising harm along with responsibilities for promoting the growth and development of the liquor and gaming industry. From a strategic communication perspective, this added extra complexity to requirements for stakeholder engagement. New Word Order was able to provide insightful analysis to help communicate the strategy in a clearer fashion, connecting organisational objectives with customer benefits.
The strategy behind the campaign centred on heightening the value of the relationship and partnership between OLGR and their industry stakeholders. Creating a stronger sense of community and collaboration was the platform used to inform and shape the campaign. We worked closely with the client team and industry stakeholders to articulate the goals of linking safe and responsible liquor and gaming environments and minimising harm with a vibrant industry future.
The creative challenge revolved around communicating a long-term governmental strategy while avoiding bureaucratic overreach. Fresh language and design were the tools used to create informational cut-through and connect with the target audiences. Language and copy was simplified and made more direct. A colourful and freeform visual design concept, not traditionally associated with government work, was used to signal a fresh start. This visual approach was dynamically used across video animations, presentation materials, documentation and more.
Pubs, clubs, and liquor and gaming licensees can be a tough crowd to impress but this campaign has resonated strongly due to its use of simple and clear messaging and innovative visual look. The primary goals of education and information is an ongoing process but the campaign has launched strongly.
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