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2005 BEST USE OF A SMALL BUDGET WINNER

CAMPAIGN - Grampians

AGENCY - Optimedia Melbourne

CLIENT - Tourism Victoria

SPONSORED BY
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OBJECTIVE

This was another piece in the Tourism Victoria puzzle, to increase visitations to the Grampians out of Melbourne and Adelaide by white collar, socially aware people who lead busy lives. Making the Grampians high on the radar of these inner city dwellers, up against the Yarra Valley, Mornington Peninsula and Great Ocean Road, was a big ask.

CAMPAIGN

The strength of the Grampians is peace, serenity, nature - a place that gives you time to think and breathe. The media and creative goal was synergistic - make people stop and experience the serenity and silence: "wrap them in the Grampians."

Cinema was the one place these people chilled out, and arthouse cinema provided a low wastage, highly focused campaign. The innovation lay in the fact the media had to create new canvasses on which the creative could be painted.

Rather than normal seating, secluded foyer booths were lined with Grampians scenery. A 75-second cinema commercial ran immediately prior to the film, with a creative twist - no sound for the entire time, demonstrating the "Space to think" tag, and creating an "ad to talk about". Lifts and toilets were also lined with Grampians' scenery to make people stop and experience the stillness, with Avant cards in the foyer providing a call to action.

RESULTS

Visitors to the region in September 2004 increased by 28% over 2003, with a direct increase in revenue for tourism operators in the area. It convinced people to take a break in silence, rather than head to warmer regions. Visitation to the website increased by 73% in August, 44% in September and 40% in October.

JUDGE'S COMMENTS

"A single-minded exploitation of cinema to recreate and dramatise the Grampians experience."

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