Destination Queenstown encourages Aussies to slope off to the snow in new campaign via OGB
Destination Queenstown has launched its spring campaign in Australia, with a focus on driving awareness of the region’s world-class snow offering via One Green Bean.
The content-led activity, ‘Sick Day Stow Away’, is a first for the tourism office as it encourages Aussies to venture to its ski fields in spring. The campaign also includes a website built by Cabbage Tree.
Playing on the insight that a trip to the snow and ‘pulling a sick day’ go hand in hand, and that ‘how to call in sick’ content is widely searched for online, the unique campaign revolves around a tongue-in-cheek instructional video showing Aussies how to pull a sick day, with the intention of them stowing away to Queenstown.
Fronted by Australian comedian Dan Ilic, the content focuses on his tips for preparing for a sick day from work – from laying the groundwork with your boss, to the all important sick day call and follow-up text. Filmed on location in Queenstown, it showcases a range of the alpine region’s multiple attractions – from skiing on one of the four ski areas to teeing off at a scenic mountain top golf hole or enjoying the vistas of the resort from a helicopter, followed by a sip or two of locally produced Central Otago Pinot Noir in front of a roaring fire.
Says Graham Budd, CEO, Destination Queenstown: “The Sick Day Stow Away video takes a fun look at taking a sick day, in order to capture the attention of our Australian audience in a crowded media space. Whilst it’s produced to create some laughs we think the campaign also does a great job of showcasing the breadth of activity Queenstown has to offer.
“With direct flights from Brisbane, Gold Coast, Sydney and Melbourne in just three hours, vibrant nightlife and après-ski culture with over 150 bars, cafes and restaurants, Queenstown is a fantastic destination for a long weekend, whatever the excuse is for getting here.”
Creative – OGB
Executive Creative Director – Kat Thomas
Director: Josh Whiteman
Production Company: Two Bearded Men
Post Production: The Gingerbread Man
1 Comment
That’s great! So nice to see ‘content’ that people might actually want to watch and share. Bravo Queenstown for not just doing another 30 seconds of models walking through landscapes looking vaguely amazed. Love it!