The Work 2020 Contenders: TBWA\Adelaide
With Cannes Lions and LIA postponed until 2021, Campaign Brief is still out to recognise and showcase the great work that is being produced in the region. So we are introducing The Work 2020 Contenders.
South Australian Tourism Commission: 5 Days in a State of Wonder
TBWA\Adelaide
Tourism marketing strategy generally starts with a view to build memory structures out of iconic scenery, through repetition. A whole part of the world gets distilled down into a few ‘postcard’ experiences. So, we set out to open a window into what five days in South Australia was genuinely like.
The creative idea was ‘5 Days in a State of Wonder’, a non-stop, 120hour film that explored the very best of the state in one continuous shot, as if from the point of view of a tourist. The unprecedented event streamed 24/7 on screens around the country in real-time, so viewers could tune in at any time to see what they could be doing if they were exploring SA. Using Facebook Live we had 1.2 million people engage in a real-time dialogue, enabling us to generate 21,274 leads directly to tourism operators on the spot. We also had 14.1 million online video plays with an average view time of 7.7 minutes.
South Australian Tourism Commission: Tell Us Where
TBWA\Adelaide
South Australian tourism was struggling to compete with other local and international hotspots. But, with so many unique landscapes, the state is home to numerous destinations that could be anywhere in the world. So, we created an unbranded campaign featuring beautiful locations. But, rather than telling Australians where they were, we asked them to tell us. Their guesses covered the globe, after two weeks, the destinations were revealed – each one was in South Australia. The campaign achieved the biggest ever spike in visits to SA.com, as well as setting a weekly record for tourism leads.
The entry deadline for Campaign Brief’s The Work 2020 is April 30th. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.