Western Australian independent bottle shop cooperative, Liquor Barons, picked up the Australian Institute of Management’s (AIM) Marketing Excellence Award for its ‘Legit Locals’ campaign.

Legit Locals is an on-going campaign from Liquor Barons, featuring authentic local ‘Perthonalities’ from WA.

Legit Locals initially began as a social media campaign, inviting people across the state to nominate themselves embodying the true WA spirit. It then grew to become a two-day photo shoot with 30 entrants identified as the most Legit Locals. The resulting campaign included social media, POS installations, billboards and catalogues.

The campaign is now in its second year and was described by Liquor Barons General Manager, Chris O’Brien, as “a cost effective, clever, campaign that has positively impacted the profitability of all our member stores.”

AIM’s WA Pinnacle Awards are the premier business accolades available in the state, recognising and rewarding organisations in the corporate, government and community and non-profit sectors that have a significant presence in Western Australian.

Judges at the AIM concluded that the Legit Locals campaign had “created a step-change in the organisation’s approach to their industry.”

The judges also found that the campaign met the criteria of: representing leadership excellence in marketing, positively impacting the organisation and its stakeholders, and demonstrating business leadership for the business’s industry.

Award winners receive $20,000 worth of development and learning funding to donate towards the charity of their choice, with Liquor Barons nominating Alzheimer’s WA as their recipient.

O’Brien said: “I couldn’t be more proud.”

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