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.
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.
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