Creative Execution

1. We enlisted “The Great Gatsby” co-screenwriter Craig Pearce as Script Supervisor. 2. We launched with a trailer video and online and social advertising. 3. Every day for twenty days we posted a movie storyboard image and invited the public to write the scene. Every scene written and shared acted as a compelling “ad” for The Whitsundays. 4. Every day, Craig selected the winning scene and provided guidance to the public on where to take the story next 5. We reacted to the story as it developed – selecting and treating the next image according to each day’s winning scene.

7,604 individual, 200-word scenes were written, entered and shared via Facebook and Instagram. 602,289 organic Facebook interactions 7.4 million Facebook impressions presented the Whitsundays as movie-worthy and therefore holiday-worthy 8.14million PR impressions in mainstream media channels. We exceeded our overall awareness target by 57% The latest Whitsundays visitor figures show an increase of 8.9% As the campaign closed, a Hollywood scriptwriter and the Australian public had created the world’s first crowd-sourced movie storyboard and a story universe with millions of possible story permutations.

Australia’s Whitsundays Region was losing its cachet as an aspirational holiday location. So Tourism and Events Queensland wanted to increase awareness and consideration of the destination, specifically amongst Australian ‘social fun seekers’ - a digitally savvy group of consumers who socialise as much online as offline. So we set out to shift perceptions and re-build The Whitsundays’ social currency as a world-class holiday destination. We knew that an ad couldn’t fix it, but figured that thousands of posts by social-media savvy Australians just might. So we needed an idea that would engage them to post. We knew that movies rated high on the list of our targets’ interests, and with incredible beaches, seaplanes, yachts and glamorous locations aplenty, The Whitsundays is the perfect setting for a movie. So, we invited Australians to write it: The Whitsundays – A movie that’s waiting to be written.