Case Study Ararat City Council

Ararat could have easily accepted the title of Australia’s fattest town when it featured on The Biggest Loser program. Instead, the Ararat City Council asked Sense to turn this into a positive experience.

The Brief

Sense was briefed to capitalise on the exposure provided by the television series to unite the town and increase its appeal to visitors.

The Solution

Sense took advantage of the national media coverage to reposition the town as “Ararat Active City”. We created branded activities to support its four pillars: Active Economy, Active Lifestyle, Active Community, Active Environment.

We also invited the program’s millions of viewers, and locals, to participate in an initial weekend boot camp via a dedicated landing page.

Sense also used the occasion to launch a five-year strategic plan via social media to local residents, local traders, tree-changers, weekend visitors, government and big businesses interested in re-locating.

The Outcome

Two years after the Biggest Loser program, Ararat Active City continues to develop programs that improve community wellbeing and attract increasing numbers of tourists. Ararat has also created an integrated communications program to amplify the effect of its limited advertising budgets.

What we did:
  • Communication Strategy

  • Brand Development
  • Content Planning & Creation
  • Customer Engagement
  • Landing Pages
  • Direct Marketing

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