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Tropical North Queensland - "One Day in Paradise" - SapientNitro Asia Pacific

  • One Day in Paradise
  • Tropical North Queensland
  • Tourism & Events Queensland
  • SapientNitro Asia Pacific
  • Australia
  • 1 Day in Paradise
Date of First Broadcast/PublicationMay 15, 2013
Media TypeWeb Film / Viral
Length111 Seconds
Public Relations Haystac
Media Mitchell & Partners
Creative Director Ralph Barnett
Art Director Sarah Chernishov
Producer Melissa Ashman
Account Manager Bec Kennedy
Post Production The Post Effect & The Post Lounge
      Copywriter Jon Pickersgill
Group Account Director Christine Gannon
Strategy Planner Amanda Windus
Digital Project Manager Mark McCarthy

Story

Background

Australians think that all tropical destinations are the same, a perception fuelled by years of clichéd, traditional advertising. As a result, Tropical North Queensland was losing visitors to overseas competitors like Bali, Fiji and Thailand. We needed to reinvigorate Australian holidaymakers and inspire them to visit Tropical North Queensland.

Idea

1 Day in Paradise redefined the meaning of the word 'paradise' through authentic storytelling and content.

Instead of making just another 30 second TV commercial, we challenged 20 unique filmmakers to capture their idea of a day in paradise in Tropical North Queensland using just a GoPro camera.

They created 20 incredibly authentic, inspiring, unscripted, and highly sharable short films that completely encapsulated the diversity of the region. We had 40 minutes of 'high-end user generated content' on our custom YouTube channel, supported by cinema & TV commercials, rich media online ads and PR.

 Outcome

We gave our audience a completely new lens through which to see the destination, challenged their perceptions and changed their attitudes about Tropical North Queensland, inspiring them to vacation in Australia's true tropical paradise.

  • 9 Million+ media impressions
  • 1 Million+ YouTube views
  • GoPro Video of the Day – reaching 5.5 Million