27 November 2025
ActewAGL has drawn on its heritage to launch a new brand campaign celebrating a different kind of energy – one that highlights the people and businesses that make Canberra and regional NSW unique.
ActewAGL and its predecessors began their journey in 1915 when the Kingston Powerhouse was built to supply electricity to the newly established national capital. Today, it’s the local electricity and gas retailer, providing energy to the Canberra region and south-east NSW, including Queanbeyan, Goulburn, the Snowy Mountains, Nowra and the South Coast.
ActewAGL’s unique legacy inspired it to shine a light on people and businesses across the region, championing what it means to be local. Spearheading this celebration, ActewAGL has adopted the brand-line ‘The energy for around here’, which speaks to the way of life and the people who make our communities what they are.
Created with its marketing agency, AFFINITY, the campaign features real people and businesses, highlighting the everyday moments that make ‘around here’ what it is.
The campaign captures the heart of life in the region, from the coast to the snow-dusted mountains, from wine country to suburban Canberra. Featured locations include the Oyster Shed at Batemans Bay, which has been owned and operated by the same family for four generations, with its rustic blue shed, hand-built on the bank of the Clyde River by current manager Jade Ralston’s grandfather.
Jade said, “My family has been here since 1957, working from grandad’s shed, so it’s a remarkable honour to have his legacy celebrated as one of the ways in which life around here is different. Only a local can really understand this region and what it means to live here, generation after generation.”
ActewAGL also showcases Oakview dairy farm, whose Pearce family has provided quality cheese milk to the historic local Bega Cheese company since its foundation in 1899. Other featured icons include Nowra’s heritage-listed Roxy Theatre built in 1935, Tumut’s Star Hotel built in 1915, Murrumbateman’s winery district and urban life in Canberra.
Rachael Turner, General Manager ActewAGL Retail said, “With our predecessors, we’ve been around for more than 100 years. In that time, what hasn’t changed, is our strong commitment to caring for the region and communities where we operate. We are honoured to share our journey, and we look forward to being part of our community for the next 100 years.”
The new campaign builds on ActewAGL’s long track record of supporting the community, including sponsoring AFL Canberra Junior Leagues, being a key community partner of the Council on the Ageing, partnering with the Shoalhaven Business Chamber and funding local initiatives through the ActewAGL Community Grants program.
As the energy sector evolves, ActewAGL is committed to supporting its customers and the broader community through the energy transition, while staying true to its roots. This includes the rollout of electric vehicle charging networks, products and services to incentivise energy-efficient electric homes, business energy solutions, local workforce development and sustainability initiatives.
Matt Batten, Executive Creative Director at AFFINITY said, “It is incumbent on corporations to not only give back to the communities in which they do business, but also humbly acknowledge the people who make its business possible. That’s what made this project so special. These incredible places and people are the true energy of the region as much as ActewAGL. And importantly, we’re establishing a brand platform that will have an enduring emotional appeal.”
