| Title | A MOVIE THAT'S WAITING TO BE WRITTEN |
| Brand | TOURISM & EVENTS QUEENSLAND |
| Product / Service | THE WHITSUNDAYS |
| Category | A06. Use of Social in a Direct Campaign |
| Entrant | THE HALLWAY Sydney, AUSTRALIA |
| Entrant Company | THE HALLWAY Sydney, AUSTRALIA |
| Advertising Agency | THE HALLWAY Sydney, AUSTRALIA |
| Media Agency | CARAT Brisbane, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Simon Lee | The Hallway | Executive Creative Director |
| Dave Lidster | The Hallway | Head Of Art |
| Dylan Soopramania | The Hallway | Art Director |
| Steven Hey | The Hallway | Copywriter |
| Sophie Price | The Hallway | Head Of Planning |
| Brad Bennett | The Hallway | Head Of Digital |
| Louise Pogmore | The Hallway | Head Of Pr |
| Emma Digiacomo | The Hallway | Group Account Director |
| Annabelle Pocock | The Hallway | Senior Project Manager |
| Emma Silva | The Hallway | Pr Manager |
| Jules Hall | The Hallway | Managing Partner |
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 world-class holiday destination, specifically amongst Australian ‘social fun seekers’ - a digitally savvy group of consumers who socialise as much online as offline. We needed an idea that would engage social-media savvy Australians to post. We knew that movies rated high on the list of our targets’ interests, and with incredible beaches, seaplanes, 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.
The campaign leveraged the Australian public’s appetite for entertainment, enabled them to co-create alongside a world-class talent, and allowed them to become storytellers in their own right. Most importantly, the campaign shifted old-fashioned perceptions of The Whitsundays, and helped re-position it as the world-class holiday destination it is.
1. We enlisted “The Great Gatsby” co-screenwriter Craig Pearce as Script Supervisor. 2. Everyday for twenty days we posted a movie storyboard image, inviting the public to write the scene. Every scene written and shared acted as a compelling “ad” for The Whitsundays. 3. We incentivised entries through daily movie voucher prizes and a one-off luxury Whitsundays holiday worth $10,000. 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.