| Title | ONE DAY IN PARADISE |
| Brand | TOURISM AND EVENTS QUEENSLAND |
| Product / Service | TOURISM TROPICAL NORTH QUEENSLAND |
| Category | A07. Best Use of Other Digital Platforms in a Promotional Campaign |
| Entrant | SAPIENTNITRO Miami, USA |
| Entrant Company | SAPIENTNITRO Miami, USA |
| Advertising Agency | SAPIENTNITRO Miami, USA |
| Name | Company | Position |
|---|---|---|
| Drew English | Independant | Director/Filmmaker |
| Liam Connor | 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 Chernishov | Sapientnitro | Art Director |
| Jon Pickersgill | Sapientnitro | Copywriter |
| Ralph Barnett | Sapientnitro | Creative Director |
| Gaston Legorburu | Sapientnitro | Worldwide Chief Creative Officer |
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 and content. Instead of making another 30 second TV commercial, 20 filmmakers were challenged to capture their idea of a day in paradise using just GoPro cameras. They created 20 incredibly authentic, personal, inspiring and highly sharable short films that completely encapsulated the diversity of Tropical North Queensland. This ‘high-end user generated content’ was housed on a custom YouTube channel, supported by cinema & TV commercials, and rich media online ads. Our initial target for combined YouTube channel views was 100,000 for the six-week campaign period.
The best films spread organically online. GoPro shared them on Facebook, commented on YouTube and even made one of them their 'Video of the Day'. The official partnership between a tourism destination and GoPro – the world’s most popular action camera and content creator – exposed the content to further millions. 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 an extra 5.5 MILLION • Engagement across YouTube, Facebook, Twitter, Instagram & Google+
There's an unofficial statistic that Tropical North Queensland is the GoPro capital of Australia. More GoPro cameras are sold there than anywhere else in the country. The abundant natural beauty of the region - the ancient Daintree Rainforest and Great Barrier Reef - provides the perfect backdrop for authentic, first-person narratives. The GoPro camera is the perfect tool to capture those stories, and portray the region in a way that audiences have never seen before.