Australia’s town of Albany has launched a national invitation campaign titled ‘See You Soon,’ inviting Australians to join a year-long celebration of the town’s culture and community, developed by creative agency 303.
The campaign features Albany locals as the faces and voices of the initiative, with handwritten messages encouraging Australians to explore the town’s past and present. Creative, strategy, media, and production were all delivered by 303.
‘See You Soon’ marks the beginning of ‘Albany 2026’—a cultural program spanning the next year that aims to share Albany’s history and stories. Promoted as the first of its kind in Western Australia, Albany 2026 will commemorate both the town’s ancient heritage and 200 years of settlement, with events designed in consultation with the local community.
“Big get-togethers like this always start with an invitation, and given Albany 2026 has been built by the people, it’s only fair they’re the ones to invite everyone to come and make the next 200 years as momentous as its deep history,” said Sarah Cassell, Art Director at 303 Perth.
“While there’s no shortage of beautiful spots down south, there’s nowhere quite like Albany. We knew the charm and kindness of the people would draw people down. That’s why every face on screen, voice and handwritten note belongs to an Albany local. The campaign is a feat of authenticity made possible by a town full of people ready to roll up their sleeves and get involved.”
The production emphasized authentic and candid moments, with locals actively shaping the story. Their individual messages appear across a range of out-of-home locations, accompanied by ‘See You Soon’ postage stamp visuals. Additional elements include campaign films featuring Albany locals, whose voices are also present in radio spots across Western Australia.
In support of Albany 2026, 303 also developed a design system for use throughout the year. The visual identity includes colors drawn from Albany’s natural landscape and history, combined in unique ways to reflect the town’s character. Handwritten fonts and illustrations link the broader visual language to the personal tone of the ‘See You Soon’ campaign across the event website and social media.
303 Copywriter Ellysia Burton said both the campaign and design system not only authentically reflects Albany, but also the synergy between agency, client, locals and production:
“Working with local talent, most of them first-timers on camera and mic, meant creating an environment where everyone felt comfortable to be themselves was crucial to the storytelling. It was the collaboration between production, creative and client that allowed that to happen and to truly create something remarkable.
Credits
Client: City of Albany
Adam Gregory: Albany 2026 Coordinator
Carolyn Martin: Communications Coordinator
Hannah McGuffie: Albany 2026 Project Officer
Creative, strategy, media & production – 303 Perth
Chief Strategy Officer: Matt Oakley
General Manager: Kylie Macey
Executive Creative Director: Sara Oteri
Art Director: Sarah Cassell
Copywriter: Ellysia Burton
Snr Media Planner: Bella Sardelis
Media Executive: Molly Kennedy
Producer: Holly Kemp
Head of Design: Alby Furfaro
Designer: Lucas Faim
Director of Client Partnerships: Giulia Palandri
Business Manager: Katherine McFarlane
Finished Artist: Suzanne Whoston
Junior Planner: Harvey Clarke-Smith
OLV / Photography – Clockwork Films WA
Director, Cinematographer: Ben L’Aiguille
Executive Producer: Katie Trew
Producer: Jake Coombes
Photographer: Thomas Earnshaw
Colourist: Alex Gibbs
Sound Mix & Design: Nick Gallagher
Web Development – Mintyy
Eamon McKiernan: Web Developer
