Wotif reminds families to 'reclaim the little holiday moments' in new content led campaign via Poem

Screen Shot 2016-09-15 at 7.12.24 AM.jpgHoliday website Wotif.com has launched a content led brand campaign via Sydney agency Poem, aimed at reminding Australians to think about the little moments that make a great family holiday, by looking through the curious eyes of kids.

The content campaign supported through PR and social media activity will feature hero videos; the first of which focuses on interviews with kids, about what they think is important about holidays.

The videos will be housed on Wotif's new content hub Wotif.com/wotifinsider alongside travel tips and offers and will be promoted on Facebook to a range of audiences. The launch is supported by a media relations strategy focused on the psychological differences between adults and kids on holiday.

The brand campaign was developed by Poem, with videos produced by production company, Versus.

Says Amanda Behre, director brand and marketing, Wotif: "This is a great opportunity for us to see how the effectiveness of branded content can drive brand awareness and engagement. We wanted to create a campaign with relatable content that may provide an alternative to relying on just paid media."

Says Matt Holmes from Poem: "From the first pitch briefing session we were excited by the ambition of the brand and that the whole Wotif marketing team was fully part of the process. The opportunity to develop an earned media led brand campaign has been a great opportunity to involve the full breadth of the agency's services and our non- traditional PR agency expertise. We're looking forward to each element coming to life over the coming months and working closely with each Wotif team member to be agile with our strategy depending on what works or doesn't stick."

Client: Wotif
Creative, PR and social: Poem
Production: Versus Media

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