• THE ASK

    It was a case of trouble in paradise. Tropical North Queensland – which includes Cairns and the Great Barrier Reef – was losing visitors to Bali, Fiji and Thailand.

DUSTING OFF THE DOMESTIC HOLIDAY

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.

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  • THE ANSWER

    Instead of making yet another 30-second spot, we sent 20 unique filmmakers to Tropical North Queensland to capture their idea of “One Day in Paradise” using just a GoPro.

PARADISE TWENTY DIFFERENT WAYS

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.

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  • OUTCOME

    Call it an attitude adjustment. These drool-worthy short films gave millions of Aussies a new lens through which to see – and fall back in love with – Oz’s forgotten tropical paradise.

HOW TO MAKE A MAJOR IMPRESSION

Our 40 minutes of authentic and inspiring filmmaker content was picked up by numerous news outlets and shared virally, resulting in:

  • Over nine million media impressions
  • Over one million YouTube views
  • 5.5 million people reached by the GoPro Video of the Day
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  • RECOGNITION

    Taking home a few international awards felt almost as good as a vacay in Tropical North Queensland. Almost.

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