At a time when travel marketing is resurging with a vengeance and your social media feeds looks like everyone is on holiday, a new campaign from 303 MullenLowe Perth and full service media agency Mediahub for the Southern Edge, is breath of fresh air.
While this woodland creature's peace has been shattered by young tourists and their perfectly toned bodies hustling around tourist spots, one is glad to see a campaign steering away from the obvious and overdone, when it comes to tourism marketing.
Not only did the agencies discard ageist notions of holidaymakers, they also strayed off the beaten path. Rather than a van full of giggly 20-somethings, we have four 60 and 70-year olds (also all laughs) enjoying the best holiday of their lives. The campaign showcases the stunning landscapes on a roadtrip along The South West Edge in Western Australia, rather than the predictable Great Barrier Reef.
The campaign uses episodic storytelling to follow the adventures of the foursome, named the Queens, on their 12-day road trip. The Queens' adventures are also being tracked through a partnership with Melbourne’s Nova 100 and SmoothFM, including a 'Never Have I Ever’ competition, which includes social and digital integration and amplification.
The women involved in Queens On The Edge—Bernie, Roz, Sandy, and Lisa—were cast to be part of the campaign after chance meetings when the 303 MullenLowe’s creative team were enjoying a road trip themselves.
Aimed at attracting holiday seekers from the populous east coast of Australia, the campaign follows these women as they travel from Perth to Esperance, showcasing the characters they meet en route against a slice of Australia's rugged beauty.
A dedicated website has also been launched to follow the adventures undertaken by the Queens.
Video episodes of the Queens’ adventures can be seen here:
This is the first campaign 303 MullenLowe and Mediahub have undertaken for The South West Edge since winning the account in a pitch process last year. The client is a new committee comprising Destination Perth (including Rottnest Island), Australia’s South West, and The Golden Outback—specifically formed to promote travel across The South West Edge to travellers.
Australia’s South West - Catrin Allsop, Malcolm Farrell-Mitchell, Annabel Owen and Janice Platt
Destination Perth - Jade Brown, Tracey Cinavas-Prosser
Australia’s Golden Outback- Marcus Falconer, Kelly Leonard
303 Mullenlowe and Mediahub
Joint Managing Director- René Migliore
Executive Creative Director- Richard Berney
Planning Director- Smiljka Dimitrijevic
Art Director- Stephen Hansen
Copywriters- Zosia Kilpatrick, Maya Halilovic and Chris Swift
Designers- Andrew Allingham & Madeleine De Pierres
Producer- Jonathan Julius
Business Director- Imogen Prevost
Media Director– Kylie Macey
Media Account Manager- Meg Handley
Media Coordinator- Ben Miller
Director and Editor - Dominic Pearce
Co-Director & Stills Photographer - Sam Harris
EP – Grady Habib
Producer - Emilia Jolakoska
DOP - Dave Le May
1st AC - Ben Berkhout
Sound Recordist - Ben O’Hayon
Stylist - Sandy Mitchell
Production Coord - Priscilla Anne Jacob
Vehicle & Driver - Mark Niutta of Kool Kombis
Colourist – Jaemie Manners
Sound Producer – Holly Miller
Sound Design – Lachlan Cooper and Brad Habib
Music Composition – Panda Candy
Music Company : Panda Candy
Composers : Sarangapany / Berney
With thanks / Featuring
Margaret River Tourism Association - Amanda Peterkin
Wadandi Custodians - The Webb Family (Isaac Webb for the Welcome to Country)
Swings & Roundabouts, Yallingup
Smiths Beach Resort, Yallingup
Margaret River Discovery - Sean Blocksidge
Margaret River Bakery - David Astbury
The Department of Parks and Wildlife
RAC Karri Valley Resort
Liberté, Albany - Hester van der Straaten
Australian Truffle Traders - Melinda and Gavin Booth
Limeburners - Lauren Hercus (talent)
The Museum of the Great Southern - The Brig Amity Ship
The National Hotel in Fremantle
The City of Albany
The Shire of Augusta-Margaret River
The City of Busselton
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