Australia’s peak accounting body CPA Australia engaged Citrus to develop an online brand destination as part of a global brand strategy to drive new membership.
CPA Australia is one of the world's largest accounting bodies with a membership of more than 129,000 finance, accounting and business professionals across the globe. The digital destination function as the mainstay of an integrated marketing campaign is set to roll out in the Asia Pacific region in mid March. Designed to drive prospective members to the new website, the TVC and display advertising campaign represents the latest evolution of CPA’s renowned Think + Create brand positioning.
Citrus has built a digital platform that can be tailored to reach various audiences’ needs around the world. The digital medium has no physical boundaries, and therefore is the ideal touch point to introduce the CPA brand to new markets.
As one of the largest sites in Australia designed on the Open Text CMS platform, users will receive a richer brand experience that can be tailored to local needs in global markets while still reflecting the company’s core brand proposition. CPA has a very wide range of audiences – from CEOs to students to prospective members overseas who have never experienced the CPA brand before. The Open Text platform has enabled us to provide clear channels for all of these groups to find tailored information.
“Citrus has a clear vision of how to articulate the brand globally and make it relevant to our new and existing target markets, which is why we’ve diverted so much attention towards the new digital platform. It represents our ongoing commitment to servicing existing members and connecting with prospective members on a global scale.” Mike Adlam, Executive General Manager of Brand and Communications at CPA Australia
Citrus was awarded a Gold W3 award for CPA Australia..find out more.