Combining 5 colleges under a TAFE Masterbrand, TAFE WA launches a state-wide campaign to promote over 1,000 courses across 50 campuses in WA in collaboration with Marketforce and Flare.
“WA’s TAFE colleges offer world-class training to help Western Australians skill, reskill or upskill and realise their potential regardless of where they live or the barriers they may face. TAFE has long been ahead of its time giving people the real-world skills but in a thriving jobs market its offering is more relevant than ever so it was the right time to reposition the TAFE WA brand across the State,” said Amber Gorrie, Director Communications at Department of Training and Workforce Development (DTWD). “We’re all really excited to show just how TAFE transforms lives.”
The brand campaign positions TAFE as a leader in achieving life changing outcomes for individuals and features more than 30 TAFE students who are completing qualifications, giving them skills to get ahead and excel in their chosen career.
The campaign was directed by Beautiful Pictures’ Luna Laure and was filmed on location at each of the five TAFE colleges throughout WA, and showcases the diverse range of study areas as well as the state-of-the-art equipment and facilities available.
The campaign focuses on several under-represented demographics and industries that are vital to WA’s (and Australia’s) future growth, including Cyber Security, EV automotive, construction, engineering, automation, conservation, and hospitality.
“In travelling around WA and seeing the sheer breadth of training and skills that are on offer through the TAFE campuses, we were all blown away by the diversity and amount of future-forward thinking that we saw,” said Josh Edge, Head of Creative at Marketforce. “There’s just infinite stories to be told by the lecturers and students, which we’ll be rolling out more of over the campaign. My youngest is already enrolled in one of the courses at South Metro TAFE after reading through some of the campaign work!”
Marketforce’s Client Director, Beth Christie, said: “TAFE WA is one of those brands that everyone thinks they know, but they’ve actually gone through huge transformations over the past few years. With the long-form interview content from Flare, and the brand work from Marketforce, Cue and Beautiful Pictures, we think we’ve been able to totally re-evaluate what ‘TAFE’ can mean to people who want to be more in their life.”
The campaign launches in cinema, radio, outdoor and all social channels, with bespoke executions for the TAFE WA ‘Be More’ brand, First Nations-specific content, and a $5,000 scholarship program for woman in non-traditional trades (WINTT) and TAFE lecturer recruitment. A staged TAFEWA web portal has been simultaneously launched, with information and guidance to the specific regional and metro campuses and the courses on offer.
Client: DTWD on behalf of TAFE WA
Director Communications: Amber Gorrie
Communications and Marketing Specialist: Laura Sharrinovski
Communications and Marketing Specialist: Emma Kirby
Client Director: Beth Christie
Producer: Joslyn Davies
Head of Creative: Josh Edge & Rikki Burns
Associate Creative Director: Luke Williams
Creative: Mike Dann
Creative: Henry Malkovich
Studio: Ben Mills
Production: Beautiful Pictures
Director: Luna Laure
Executive Producer: Kate Downie
Producer: Gemma Hall
Producer: Gemma Kay
DOP: Elliot Nieves
1st AC / Focus Puller: David Atwell
Make up Artist: Kate Farmer
Photographer: Mauro Palmieri
Engineer and Sound Design: Nick Gallagher
Director: Mason Fleming
Cinematograher: Balazs Kajcsa, Giac Patroni
Editor: Beth Cole
Flare Producer: Krista Song
Client Director: Jon Clarke
Head of Digital: Maurice Melchers
Senior Developer: Milo Radunski