Tourism Western Australia launches new Live Stream Stream project via Cummins&Partners
Tourism Western Australia, Australia’s South West and Cummins&Partners have announced the launch of their latest project, the Live Stream Stream to promote the Southern Forests Region of Western Australia.
Following the bushfires that affected the Southern Forests Region earlier this year, Cummins&Partners was tasked with developing a way to show West Australians that the area was ready to once again welcome visitors.
Says Jim Ingram, executive creative director, C&P: “Still images can be faked or out-of-date. So what better way to show the Southern Forests Region was alive and well then to show it live and well.”
Says Stephanie Buckland, CEO, Tourism WA: “Tourism WA and Australia’s South West have been working together to develop and implement a recovery campaign that encourages visitation to the area. We hope that this ‘live stream’ will reveal how the Southern Forests Region still has a range of great nature-based experiences and so offers a relaxing local get-away.”
Appearing as a home page takeover on watoday.com.au, the ‘Live Stream Stream’ is the first time live streaming through an advertising banner has been developed in Australia. Cummins&Partners worked closely with Fairfax, publishers of WA Today, to successfully live-stream from The Cascades in the Gloucester National Park, about three and a half hours south of Perth.
Various live events are planned around the stream throughout daylight hours on 1st July, highlighting the region’s many attractions including hiking and mountain-biking. Updates on those events can also be followed live via Twitter and Instagram through #thisiswa
Cummins & Partners
Executive Creative Directors: Ben Couzens & Jim Ingram
Creative Director: Doogie Chapman
Creative Team: Tom Vizard & Gil Benjamin
Managing Director: Tom Ward
Planning Director: Virginia Pracht
Senior Integration Director – Ollie Ward
Integration Manager – Shane Mitropoulos
Agency Producer – Katherine Muir
Digital Producer – Jacqui Rechtman
Digital Designer – Tony Zourkas
Rapid TV
Camera Op / DP: Rick Smart
Satellite Operator: Nick Manolios
11 Comments
Clever. Simple.
And?
Yeah, come to Western Australia, on a very dull day and enjoy the swirling green pea soup, not very compelling. ‘Clever’ for clever sake.
IAbsolutely no billshit way of marketing. Show the product as it is and invite people along. Has a clever twist.
Bloody smart. I love it!
This is good. Just in time for Cannes oh wait…
Sorry @Al, the sun is shining brightly while I’m viewing it. Perhaps you might want to find another way to attack the idea. Cheers bro.
Long time reader first time poster. I like this. It’s actually so simple. So well done agency and client etc.
Oh, wow, I see what you’ve done there. It’s shit.
Fail.
Nice idea. Seems a little similar to the Ikea book book though.