Online travel site Wotif launches new ‘The Next Big Thing’ brand campaign via Ogilvy, Brisbane

Online travel site, Wotif has launched its new ‘Aussie For Travel’ brand platform with ‘The Next Big Thing’, a community led PR and Social Media campaign.  It is Ogilvy’s first piece of work with Wotif, in collaboration with WPP partners opr and Maverick.

For the past 18 years, Wotif has been focused on the Aussie traveller and is dedicated to promoting local travel. To mark the brands coming of age and to launch the new Aussie For Travel platform into the market, the ‘Next Big Thing’ will see an Australian town, city or suburb gifted with a new tourist attraction, known as the ‘Next Big Thing’.

The structure – to be backed and voted on by the nation – will join the ranks of 150+ unique Australian icons including the Big Banana and the Big Pineapple, aiming to support the domestic tourism industry and help drive money back into the local economy.

VIEW THE LAUNCH SOCIAL POST

Says Ewen Pettit, strategy director, Ogilvy Brisbane: “The brand proposition speaks directly to a nation of passionate travellers and the Aussie for travel platform positions Wotif as a trusted travel mate in-the-know.

“For many Australians, the Wotif brand is synonymous with travel. Backed by 18 years of data and local knowledge, Wotif has supported Aussie travel experiences and knows what makes Aussies tick.”

The ‘Next Big Thing’ campaign recognises ‘Big Things’ are, in fact, celebrated Aussie icons and widely-considered as part of our domestic travel culture. Wotif research shows 80% of Aussies believe these structures are ‘uniquely Australian’ and showcase the fun-loving spirit of our nation, while 90% of Aussies have visited a Big Thing in their lifetime.

Says Daniel Finch, managing director, Wotif: “Wotif is passionate about encouraging Aussies to explore more of their own backyard and we are excited about launching the new platform with an initiative that creates genuine engagement and participation from individuals, tourism boards and local councils all across Australia, each of which have their own story to tell.

“From the Big Bin Chicken (Ibis) in Sydney, to the Big Peanut in Kingaroy, to the Big Kilt in Glen Innes, since nominations commenced we’ve received thousands of entries and widespread involvement from Aussies vying for their town, city or suburb to be crowned the home of the ‘Next Big Thing’.”

The ‘Next Big Thing’ launched via Facebook and a landing page www.wotif.com/nextbigthing, is supported by PR, experiential and digital.

Before midday 18 September, Aussies could submit their ‘Big Thing’ Idea via www.wotif.com/nextbigthing. Nominations will be judged by Wotif, with a shortlist of finalists announced on Tuesday, 25 September before final public voting takes place.

Wotif Group

Senior Producer – Samantha Sedman