The local car industry hopes to “create an up swell of unrest” with a $10 million marketing blitz targeting the government’s changes to the fringe benefits tax.
President of the Australian Salary Packing Industry Association (ASPIA), Leigh Penberthy, told B&T the campaign is bi-partisan and will include television, print, online and social media.
"It’s a grassroots campaign, so a lot of our work will also go out in to regional locations it won’t just be splash media everywhere,” Penberthy said.
“It will be a lot of work on the ground working with affected groups and their employees to mobilise and create an up swell of unrest that this is just not right.”
The campaign – which Penberthy has likened to the multi-million move against the mining tax – was due to launch this weekend but will now launch within the week.
The delay comes after a summit yesterday which saw charities speak out against the FBT changes.
The summit has changed how the industry plans to pitch the issue to Australians, with the campaign to focus on the wide-reaching implications.
“It’s about communicating to the everyday people what this means, the impact it has, the impact it has on their neighbour, the friend that works for a charity down the road, the friend that runs his own small business and he has five cars and all the additional paper work and hassle they’ve got to deal with this, the local dealer that is in Wangaratta for example, his sales have just dropped off a cliff.”
Another challenge facing the campaign is the cost of available ad space.
“You could seneeze and spend $2m without going very far,” Penberthy said.
“We will hold our gunpowder very dry until we are comfortable that we have got a number of things, one is the message right and the other things is the weighting in TV and print that we want so that we can get access to the people.”
The campaign is due to go live within the week.
Please login with linkedin to comment
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]