Westpac Group’s graduate program gives the opportunity for graduates to spend time in a variety of different business areas. The ‘'Access All Areas’' campaign sought to instantly communicate the diverse opportunities available through the exclusive program. "Access All Areas" is also a play on how graduates will do rotations through all of the key business areas to gain a holistic appreciation of the organization.
Other marketing elements were based on exclusivity and opportunity including a promotion where one graduate applicant would win an exclusive screening of a latest release movie in a premium cinema for themselves and their friends. The new graduate-specific website included online films and a variety of other engaging information to attract and inform top-shelf graduates.
Created by the design team under my creative direction.