Drone technology photo bombs Sunshine Coast’s new campaign via Publicis Mojo Brisbane + Taxi
While drones are usually associated with sophisticated bombing exercises, drones have been deployed for a far more peaceful mission – the shooting of the Sunshine Coast’s new destination marketing campaign via Publicis Mojo, Brisbane and Taxi Film Productions.
The new campaign is being launched today, and the 60 second commercial will air in major source markets for the Sunshine Coast from Sunday 12 October.
Sunshine Coast Destination Ltd (SCDL) and Tourism and Events Queensland (TEQ) commissioned Mojo and Taxi to film the natural icons of the region including the Pumicestone Passage, Glasshouse Mountains, Noosa National Park and Carlo Sandblow. The filming also included attractions such as the popular Eumundi Markets and historic Hinterland town of Montville.
The commercial was directed by Justin McMillan, a specialist in 3D, aerial and destination film-work, well-known for his TV show ‘Storm Surfers’.
McMillan follows the story of the ‘Wandering Tattler’, a bird that migrates from the cold and ice of the northern America winter to the Sunshine Coast for a rejuvenating break. To capture the feeling of the Wandering Tattler surveying the diverse and dramatic terrain of the Sunshine Coast, drone technology was used to provide a ‘bird’s eye’ view of the destination.
The million dollar marketing campaign will be launched this weekend in Melbourne, Sydney, Brisbane, and – for the first time – New Zealand. The Sunshine Coast is serviced by direct flights from a number of Australian destinations as well as international flights by Air New Zealand from Auckland.
Footage from the shoot will be used extensively on TV and through other traditional and online media as well as across Sunshine Coast Destination’s online and social media channels.
Commenting on the campaign, Sunshine Coast Destination Ltd (SCDL), CEO Simon Ambrose said that the new technology was the best means of capturing the dramatic natural beauty of the Sunshine Coast.
Says Ambrose: “The campaign fits in very well with our ‘Naturally Refreshing’ branding and provides an evocative bird’s eye view of the Sunshine Coast’s natural attractions.
“Our research told us that people weren’t aware of the scale of the natural icons and experiences that can be enjoyed on the Sunshine Coast. We want this campaign to educate and inspire visitors to go beyond our superb beaches and explore the region’s incredibly diverse range of attractions.
“The Wandering Tattler proved the ideal role model, as it has returned to the Sunshine Coast annually for thousands of years, making the most of the perfect climate, the rich food sources and the spectacularly diverse range of landscapes.”
Queensland minister for tourism, major events, small business and the Commonwealth Games, Jann Stuckey, said the marketing push is one of the largest for the destination to date.
Says Stuckey: “This is an exciting marketing concept for the Sunshine Coast and will build on the momentum of recent visitor growth to the region in the lead up to summer.
“During the past financial year, the region welcomed 2.8 million domestic visitors, a five per cent increase on the previous year.”
Says Leanne Coddington, TEQ CEO: “The campaign perfectly positions the Sunshine Coast’s tourism assets under the ‘Naturally refreshing’ brand.
“The campaign will commence screening online and across social media from this Sunday 12 October and will also run on TV, print, cinema and outdoor.”
The campaign will include:
· Targeting residents in key interstate markets – Melbourne, Sydney and Brisbane.
· A competition to win a 5 day holiday for four people to enjoy all the Sunshine Coast experiences as shown in the television advertisement.
· The campaign will also partner with Jetstar to advertise via print, digital and a 15 second television advertisement in Sydney and Melbourne with tactical messaging to fly direct to the Sunshine Coast.
· The campaign will be extended to the New Zealand market in early 2015.
4 Comments
Love the Bish!
Beautifully crafted. Nice one Justin.
Nice to see an idea in there. Pity the execution fell flat and leaves it empty.
Beautifully shot, nice idea. Great work.