XXXX Gold campaign shifts into gear with first guests attending the XXXX Island via BMF

Says Anna McMillan, XXXX marketing manager: "Like all of our XXXX Gold drinkers, we've been eagerly awaiting its opening since we announced we'd acquired it back in March."

XXXX Island features the creature comforts you'd expect on an island brought to you by XXXX Gold, including specially fitted-out cabins such as the fishing shack, the footy shack and the larger-than-life campground; a man-cave filled with bits and pieces to keep guests busy; and other small ingenious touches including a fishing lure vending machine and keg cookers to grill up the catch of the day.

In the works is the island's very own custom-built 'loo with a view,' a toilet positioned on one of the highest points of the island to ensure users can enjoy all of its scenic glory whilst on the so-called 'throne'.

Says McMillan: "This is not Club Med - it's more Club Shed. We're not offering up a five star resort, but rather one of the most perfect places on earth to simply kick back with nature and enjoy a beer with your mates."

Managing the island experience for the 24 guests each weekend will be a team of four staff, chosen from applicants across the country. Keeping them company will be Spinner, the XXXX Island dog, recently fostered from the Animal Welfare League of Queensland and now happily in the care of XXXX Island managers, Mel and Mark.

Says McMillan: "Whilst our first guests start to arrive today, there are still multiple ways to get to XXXX Island with three of your best mates over the next few years," said McMillan.

The opening of XXXX Island will be supported by the launch of a new television campaign on Thursday, 4 October, as well as outdoor and digital media, network integration, national events activation, on-pack and on-premise promotions, public relations and radio.

The TV campaign, created by BMF, will spearhead the support program. It's a uniquely XXXX Gold take on a tourism campaign to bring the island to life as the ultimate destination for Australians and their mates.

Filmed over four days, there are four 30" executions and four 15" executions that dramatise the simplicity and ingenuity of what to expect on XXXX Island.

Says Shane Bradnick, BMF executive creative director: "It's not every day you get to work with people brave enough to say yes to 'let's get an island', and then work tirelessly to bring it to life. Drinkers of XXXX Gold are going to love the island and it's been fun bringing it to life in the latest TV campaign."

Since unveiling XXXX Island in March, the team at XXXX Gold has been sharing the news with Australia and the world, encouraging people to get involved. This has included:

• 4 million promotional cartons distributed across Australia
• Providing nearly 70,000 Aussies the chance to win a trip to XXXX Island for themselves and three mates through 25 event stops in 21 cities by the XXXX Gold Retreat and container bar
• On-premise activity taking place in 1,465 venues across the country
• A digital media campaign designed to continue driving the already 50% growth in the XXXX Gold Facebook community, as well as the launch of a XXXX Island-centric Facebook application, designed to encourage mates to enter for a chance to win a trip to XXXX Island
• Promotional support via TV and radio integration, including Getaway, Better Homes & Gardens, 2Day FM and Triple M
• Public relations including national, regional and local media support.

For more information about XXXX Island, or to find out how to win a trip, visit the website here or find them here on Facebook.

ATL - BMF
BTL - Momentum Worldwide
Experiential - Octagon
PR - Res Publica
Digital - The White Agency
Media - ZenithOptimedia
Network Integration - Newcast
Design - Energi