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2005 ENTERTAINMENT AND LEISURE WINNER

CAMPAIGN - A Landmark Campaign

AGENCY - bellamyhayden

CLIENT - Tourism Tasmania

SPONSORED BY
APN Outdoor

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OBJECTIVE

Short breaks are impulsive holidays accounting for 65% of all travel by Australians. Tasmania competes for a share of Melbourne's breaks, and needed a dramatic way to tell Melburnians to take a break in Tasmania, not their home state. The brief was excitingly single-minded (and a copywriter's dream): provoke Melbourne to consider Tasmania via challenging its sacred ground.

CAMPAIGN

A potent insight about Melbourne's parochialism redefined ambitions for the advertising - the aim was to get passionate public reaction as opposed to just "awareness".

There were two criteria for media selection: interact during those dull, routine moments of the week; and enter Melburnian sacred ground. Melbourne icons were indentified - things associated with the city and lifestyle - and in a media way, bellamhayden sought to parody them.

This included taunts on the front and weather pages of The Age, - "Melbored" and "Feel better about living in Victoria. Leave" - mocking for weeks on trams, even the sacred Melbourne ritual of coffee was no longer safe. Printed coffee cups popped up in 500 cafes.

The cityscape and online were also plastered - in one example, a perfect Federation Square billboard was already taken by a soft drink company so the buying team then negotiated a takeover. It paid off, with national radio and press coverage - even indignant former Melbourne talkback host, Steve Price, debating with the Tourism Tasmania chief on Sunrise over the claims.

RESULTS

Short break visitation out of Victoria has increased by 64%. People with the intention to visit Tasmania multiplied 2.5 times. The incremental benefit, resulting from increased preference, is estimated to be $5.70 for every $1 spent on advertising. Conservatively, the campaign has delivered an additional $1.3 million revenue for Tasmania.

JUDGE'S COMMENTS

"A rich and brave insight into the parochial attitudes of Melburnians, executed provocatively through channels near and dear to them. The idea was able to fuel heated debate while attracting solid PR for Tourism Tasmania."

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