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News Plus 6 Aug 2021 - 2 min read

Christmas cheer? NSW Government hunts creative agency for Covid campaign... scheduled for November

By Josh McDonnell - Senior Writer

An example of one of the current national ads running nationally, promoting the AstraZeneca

The NSW Government has launched an open tender as it searches for a new creative agency to develop its next state-focused Covid campaign. Designed to update local businesses on the impending changes surrounding lockdown restrictions, financial aid and the impact of vaccinations, the work is expected to go live in October or November.

What you need to know:

  • The NSW Government is tendering for creative services to deliver the next wave of localised Covid messaging.
  • In an indication of how long the state is likely to be in special measures, the campaign is expected to be in market in October or November at the earliest.

Not racing

The NSW Government is hunting a creative agency to execute the next wave of localised Covid messaging.

The tender follows Federal Government's overhaul of its agency arrangements, and two new Covid campaigns in market that have divided opinion.

NSW has been belatedly pushing jab ads in recent weeks, with dedicated AstraZeneca national campaign (pictured) running heavily during The Olympics.

In a statement, a spokesperson for the Department of Customer Service said the focus will be to communicate how ongoing changes to the vaccine rollout and lockdown restrictions would impact business.

"This current tender is in response to the ongoing creative services required to ensure NSW businesses remain up to date on all Covid restrictions and requirements, and support services including financial, mental health and personalised Business Concierge support," they said.

"It will also ensure all NSW businesses, including those from culturally and linguistically diverse backgrounds remain Covid safe and increase safety practices to help them stay open and operational."

The refreshed campaign is expected to be in market in October or November this year, a potential indication of how long the state is set to remain in some form of lockdown.

It is not yet clear how many agencies are bidding for the work as the tender remains at an early stage.

At a federal level, several agencies vie for creative work across the government's portfolio on a project to project basis - however, it is understood NSW is only engaging one agency for this upcoming campaign.

Recent vaccination campaigns have run heavily through a mix of above the line channels, including prime time TV spots, alongside performance and social channels, to reach the wider population, following an appeal for more citizens under the age of 50 to get the AZ jab.

This follows two national campaigns, which launched last month, falling flat with audiences – with several national brands stepping in to promote vaccination via incentives. Meanwhile, a collection of ad industry execs and agencies this week launched a myth-busting campaign dubbed '@TheFactsination'.

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