Following a hotly contested pitch, whiteGREY has been appointed as lead strategic and creative agency for Place Management NSW and retains its NSW government business.

The agency will provide a strategic and customer-focussed digital approach to drive increased visitation to The Rocks and Darling Harbour precincts. It becomes responsible for the communications strategy across digital, social and ATL as well as activations, CRM and development of new digital & technology initiatives.

Lee Simpson, chief executive officer, whiteGREY, commented, “The Rocks and Darling Harbour are both favourites of the tourists visiting the city. Our role is to help to make them a desirable destination for Sydneysiders.

“Outside of influencing the physical space, it’s a great opportunity to shape the experience across brand, media, and technology platforms as part of our Platform Orchestration model.”

Kylie Doulman, director, precinct activation and customer experience at Place Management NSW, stated “We have worked with whiteGREY since 2017 and have forged an incredible partnership with the agency and look forward to strengthening and building on this into the future.

“We are excited to see what they have in store for The Rocks and Darling Harbour, and helping Place Management NSW to re-introduce both iconic destinations and the experiences they have to offer, to Sydney locals.”

WhiteGREY’s work commences immediately.