Bankwest: WA4EVER
Agency: Host
Advertiser: Bankwest
Author: Carrie Booth
Total Campaign Expenditure:$2 – 5 million
Strategic communications challenge
A refocus on WA
Bankwest is the bank of Western Australia. WA has been their home state for over 115 years and they historically had good market share there. But during 2008-2010 Bankwest's focus was on their East Coast expansion, and for a bank that was looking to expand rapidly it made absolute sense to concentrate their resources where the majority of Australians lived. However, after such a long period of focus on the East Coast, key metrics...