Vacation means a beach, right? Our research showed that many Australians think all tropical destinations are the same, a perception fueled by clichéd travel advertising. And thanks to their well-known wanderlust, they were increasingly choosing overseas competitors for their vacations. So Tourism Queensland challenged us to put Tropical North Queensland back on their radar by reminding those wandering Aussies that paradise can be found in their own backyard.
Unified by the tagline "20 unique filmmakers. 20 epic stories. 1 day in paradise," each filmmaker had a distinct interpretation of the region, resulting in 20 unscripted, two-minute films that showcased the breathtaking diversity of Tropical North Queensland. Hosted on a custom YouTube channel and highly sharable across social media, this high-end, user-generated content was supported by cinema and TV commercials, rich media ads and PR.
Our 40 minutes of authentic and inspiring filmmaker content was picked up by numerous news outlets and shared virally, resulting in:
Silver – Internet – Online Video – Travel/Tourism
Silver – Internet – Online Programs, Segments or Promotional Pieces – Travel/Tourism
Finalist Certificate – Digital Tools – Online Video
Finalist Certificate – Branded Content and Entertainment – Non-Fiction Program