Cummins takes out Avant Card Postcard of the Year for Tourism WA Experience Extraordinary

Avant Card has announced Cummins&Partners as winner of the 2015-2016 Postcard of The Year Awards for its ‘Experience Extraordinary’ campaign for Tourism WA. 

From 12 remarkable finalists, the ‘extraordinary’ card was chosen by a majority of judges, making it the clear winner.

Featuring striking photography of Northcliffe in the Southern Forests Region, and a pop-out, scented air-freshener, judges described the postcard as ‘evocative’, ‘clever’, ‘fun’, ‘engaging’ and ‘an amazing piece of work’.

As the winner of the 2015-2016 Postcard of The Year Awards, Tourism WA is the recipient of the coveted first prize – a $20,000 advertising spend with Avant Card for use in the next 12 months.

Tourism WA’s executive director, strategy, brand and marketing services, Louise Scott said it was an honour for the agency to win the award.

Says Scott: “As the State Government’s agency responsible for promoting WA as an extraordinary holiday destination, Tourism WA is always looking for innovative ways of to market the different areas of the State.

“It is fantastic to have our efforts recognised through the 2015-2016 Postcard of The Year Awards.”

The Roadshow Films ‘Goosebumps’ campaign took out second place, followed by the ‘Greyson Perry’ campaign from the Museum of Contemporary Art in third place.

The Postcard Awards were developed nine years ago by Pat Mackle, founder and managing director at Avant Card, to promote and inspire creativity and innovation in postcard advertising.

Recent Postcard of The Year Awards winners include Victorian Opera, The LEGO Movie, Melbourne Water and Yarra Trams.

Says Mackle: “Since its inception in 1992, I have always strived for Avant Card to be a creative and cutting edge media format. I am ecstatic that this year’s winning campaign, ‘Experience Extraordinary’ from Tourism WA, really speaks that truth. It is innovative, clever and beautiful (and it smells good!). I am so proud that 24 years on, Avant Card continues to push boundaries and is still a relevant consumer media channel. Congratulations to all involved in the Experience Extraordinary campaign, it’s a deserved winner.”

Cummins&Partners, the creative media agency who designed the winning campaign, would like to credit Doogie Chapman, creative director; Tom Vizard, copywriter; Gil Benjamin, art director; Tom Johnson, media director; Ollie Ward, senior integration director; Shane Mitropoulos, integration manager; Virginia Pracht, planning director, and Zac Martin, digital strategist.

The finalists for the 2015-2016 Postcard Awards were selected monthly, by some of Australia’s leading creative and advertising directors. Points were awarded for: insight shown into the product, brand or target audience and how this was executed; campaign creativity; and campaign strategy – branding, response and calls to action.

Guest judges included: Dee Gutierrez, Match Media; Dave Gregory, Helsinki Agency; Carissa Jackson, True Creative; Becq Hinton, JAMSHOP; Michael Donohue, SHFA; Andrew Paoli, Paoli Smith; Daniel Agostino, The Brand Agency; Dale Watkins, The Idea Shed Sydney; Damian Monaghan, Giraffe; Andy Searles, Creative Head; Michael Abdul, sphere; and Cristina Douglas, Canvas.