Waterfront Repositions Itself To Look More At “Inspired Ideas”

Sydney Based celebrity marketing agency Waterfront Marketing has announced a significant broadening of services following 12 months of integrating into parent company Brand New Media.

Building on a 12 year history in entertainment marketing, Waterfront now hosts in-house account service & strategy, analytics, activations, and a strategic alliance with creative agency Matterhorn. Additionally, in association with Brand New Media, Waterfront offers sophisticated content creation, amplification and distribution capabilities.

Waterfront is now positioned as ‘Inspired Ideas, Compelling Communications’.

Waterfront director Sean Pickwell said: “We took the decision to expand Waterfront about 18 months ago and the first step was integrating into the Brand New Media family last July, enhancing our digital offer and opening up content opportunities. Since then we’ve fostered a great working relationship with Matterhorn, employed Melissa Key to head events and activations, and built a network of high quality partners to complement our core offer. Having stress tested our product and service delivery with the Camp Gallipoli Foundation; we’re ready to talk about it.”

As clients struggle with the tension of integrating specialist skills and agencies try to adapt to a ‘project driven’ world, Waterfront is looking to shift the paradigm from the traditional agency structure, bringing strategic, creative and intellectual resources together, to create purpose built teams for each client or project.

Pickwell said “We provide independent, strategic advice and planning, with creative communication ideas, executed with the right people and right partners for the job.”

Some of the brands Waterfront has worked with in the last 12 months include Vesco Foods, Camp Gallipoli Foundation, Credit Repair, Pharmacare, ARN and Brownes Dairy. Waterfront continues to manage commercial rights for A Day on the Green winery concerts with client partners AAMI, Sunsuper and Toyota, as well as recently brokering a major partnership with Swisse.

Kicking off the new look Waterfront is the announcement of new client project for Hotel Quickly, who this week launches a major outdoor campaign at airports across Australia with APN Outdoor. Hotel Quickly marketing director Niklas Olsson said “The model of Waterfront suits modern and digital clients like us where speed and flexibility is key. We are very pleased with their work on our first ATL campaign and with great results to follow we look forward to collaborate on more projects in the future.”

Waterfront teamed up with Garry Horner and Matt Kemsley of Matterhorn, and partnered with renowned photographer Andreas Bommert to create the campaign.

Advertising involves an extensive APN Outdoor digital campaign, targeting business travellers and the wider leisure community, where late changes and things not running to plan impact travel and accommodation. Hotel Quickly is the leading last-minute hotel booking app across Asia Pacific, enabling users to book same- and next-day hotels instantly at on average 28 per cent lower prices than traditional booking sites.

The creative approach taps into the travellers’ experience of waiting around at airports, with location specific messaging throughout the airport precinct.

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