Media Strategy for Regional Brand Development

The Shortlist
CAMPAIGN
Taking the Gloss off Tourism Marketing with the Remote Control Tourist
AGENCY
Clemenger BBDO Melbourne
CLIENT
Tourism Victoria
BRAND
Melbourne
DETAILS
CAMPAIGN SUMMARY
 
Destination marketing in Australia could colloquially be described as ‘Tourism porn’.
 
‘Tourism porn’ is a rose-tinted visualisation of a destination:  60 seconds of beautiful people, impossibly gorgeous landscapes, sumptuous food, and the sandiest sandy beaches imaginable. 
 
However, this wasn’t always the case. In a highly rational category twenty years ago, Tourism Victoria embraced a more emotive communications platform. This fresh approach successfully positioned Melbourne (Victoria’s capital city) as a romantic cultural hub with hidden laneways, foodie hang-outs and multicultural diversity.
 
But with success came imitators. And a style that was once unique became more and more clichéd and generic.
 
Not only was the category’s use of channels becoming similar, it had also failed to change with the times. The information age had given people unlimited access to the ‘real story’ online through peer review websites. Yet seemingly nobody had rethought how to engage people in this new world of consumer control.
 
The ‘Melbourne Remote Control Tourist’ campaign embraced this change, and invited people to discover the real Melbourne themselves.  No soft focus, no scripting, no retakes. The campaign got the world talking, with people from 3,888 cities taking part and over 150 million media impressions earned, at a conservative value of $3.7 million.
 
CAMPAIGN
Lifebuoy : Help a Child Reach 5
AGENCY
PHD
CLIENT
Unilever
BRAND
Lifebuoy
DETAILS
CAMPAIGN SUMMARY

Lifebuoy is committed to making a genuine impact on curbing child death rates from diarrhea and pneumonia by changing the hand washing habits of one billion people by 2015. The resulting global campaign ‘Help a Child Reach 5’ saw a huge upswell of support from people across the globe, helping to energize and strengthen the Lifebuoy brand in 3 key Asian markets while also providing a huge boost in awareness for the cause championed by Lifebuoy.

Partners
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