| Title | ONE DAY IN PARADISE |
| Brand | TOURISM AND EVENTS QUEENSLAND |
| Product / Service | TOURISM TROPICAL NORTH QUEENSLAND |
| Category | A09. Best Use of Social Media Marketing |
| Entrant | SAPIENTNITRO Brisbane, AUSTRALIA |
| Entrant Company | SAPIENTNITRO Brisbane, AUSTRALIA |
| Advertising Agency | SAPIENTNITRO Brisbane, AUSTRALIA |
| Media Agency | MITCHELL & PARTNERS Fortitude Valley, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Liam Connor | Independant | Director/Filmmaker |
| Drew English | Independant | Director/Filmmaker |
| Gully Page | Independant | Director/Filmmaker |
| Benjamin Dowie | Independant | Director/Filmmaker |
| Justin Mcmillan | Independant | Director/Filmmaker |
| Songzu | Music | |
| Mark Mccarthy | Sapientnitro | Digital Project Manager |
| Mel Ashman | Sapientnitro | Producer |
| Amanda Windus | Sapientnitro | Strategy Planner |
| Bec Kennedy | Sapientnitro | Account Manager |
| Christine Gannon | Sapientnitro | Group Account Director |
| Sarah Chernisov | Sapientnitro | Art Director |
| Jon Pickersgill | Sapientnitro | Copywriter |
| Ralph Barnett | Sapientnitro | Creative Director |
| Gaston Legorburu | Sapientnitro | Worldwide Chief Creative Officer |
The best of the 20 films spread organically through blog posts and social media shares & likes. GoPro shared the films on Facebook, commented on YouTube and even made one of them their Video of the Day, which was pushed out via their various social media channels and vast eDM database. Most importantly, our audience gained a completely new lens through which to see the destination and were inspired to vacation in Australia’s true tropical paradise. • 1 MILLION YouTube views • GoPro Video of the Day reaching 5.5 MILLION • Engagement across YouTube, Facebook, Twitter, Instagram & Google+
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. The official partnership between a tourism destination and GoPro – the world’s most popular action camera and content creator – exposed the content to GoPro’s millions of global social media followers.
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. Australian holidaymakers needed to be reinvigorated and inspired to visit the destination. ‘1 Day in Paradise’ redefined the meaning of the word ‘paradise’ through authentic storytelling. 20 filmmakers were challenged to capture their idea of a day in paradise with just a GoPro camera. The filmmakers created 20 stories; ‘high-end user generated content’ for a custom YouTube channel.