The City Yarra is a local council in Victoria. Yarra’s suburbs have a rich and varied history which is reflected in the city’s built form, natural environment and diverse community composition.
In the early years, Yarra was much more industrial and was home to many iconic Australian brands such as Fosters Brewery, Heinz, and the Rosella Jam and Sauce factory. The industrial focus has shifted to a mix of residential and retail over the years, as the population and demand for inner-city living has increased.
Assemblo has worked with City of Yarra to realise digital projects and help support causes and activations.
Campaigning for improvements to railway networks
Trains Not Toll Roads was a community campaign supported by the City of Yarra and other local councils. The campaign supported the development of rail public transport projects such as Doncaster Rail rather than the Victorian Government supported East-West Toll Road and Tunnel.
Assemblo was brought on to the project to develop an effective digital marketing strategy to support the campaign online. Assemblo facilitated this through the development of a strong social media platform for the passionate online community, the creation of an online petition, and a website to serve as the key point of information, news and events.
The campaign was further supported by a mix of activity including email marketing and digital advertising across search and social media.
The campaign was a huge success with more than 11,000 signatures obtained on the petition and strong engagement on social media (including more than 10,000 followers on Facebook).
Ultimately, the East-West Link project was suspended with greater emphasis placed on improvements across public transport.
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