Perth's Swan Valley speaks for itself in newly launched destination campaign via Marketforce

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Most tourism destination campaigns feature beautiful people, having beautiful experiences saying beautiful things. It's people telling and showing other people about what's on offer.
But in Perth's Swan Valley, the attractions speak for themselves. 

Marketforce's new destination campaign for the region brings this to life with the attractions and unique offerings of the Swan Valley doing the talking, literally. Instead of a campaign being fronted by people, the campaign stars local heroes like the region's grapes, native animals, wine, beer and coffee beans. 

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"Our brief to Marketforce was to deliver something unexpected. To move away from the traditional style tourism campaign, to push the levels of creativity and the Speaks for Itself campaign has done just that." said Sascha Stone, Coordinator Events, City of Swan.  

"Working with Marketforce has been great. They have been able to efficiently create something unique and exciting. Watch out for the talking grapes!" she added.

"There is an established understanding of the Swan Valley with many Perth people having been at least once before. But the challenge to us was how do we generate repeat visitation from existing fans and challenge the existing perceptions of those who haven't visited for some time and motivate them to visit again," said Brad Haseldine, Strategic Client Director, Marketforce.

The campaign consists of strategically placed large format outdoor sites plus the development of a series of content videos capturing intimate moments and conversations between the various Swan Valley product offerings. The videos are running in cinema as well as online and social channels. 

Agency: Marketforce
Executive Creative Directors: Pat Lennox and Ben Green
Creative Group Head/Copywriter: Joe Hawkins
Art Director: Neil Martin
Agency Producer: Philippa Groom
Agency Editor: Lenny Rudeberg
Brand Consultant: Nicole Lennox Gray

Director: Henry Inglis (Mad Kids)
DOP/Photographer: Allan Myles
Stylist: Kylie Clifford
Sound Studio: Soundbyte
Sound Engineer: Brad Habib

General Manager/Client Solutions: Nicole Cikarela
Strategic Client Director: Brad Haseldine
Coordinator Events, City of Swan: Sascha Stone

7 Comments

Corked said:

1993 just called and it wants its art direction back.

@Corked said:

And it's copywriting.

So good ""Our brief to Marketforce was to deliver something unexpected. To move away from the traditional style tourism campaign, to push the levels of creativity and the Speaks for Itself campaign has done just that." said Sascha Stone, Coordinator Events, City of Swan." This is infomation wonderfull.

Yawn said:

Yawn

No wonder you Perth guys are killing it said:

I think the art director's use of two double spaces in the headline of the first ad and one in the second ad is genius.

Here's a strap line for you said:

Perth. The ends of the Earth.

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