Travel & Tourism

Discover Ipswich - Humans Wanted

Ipswich’s recent tourism success has come from thinking differently, researching our audience and challenging conventional marketing. Our goal – increase Domestic Overnight Visitation. Our Google Trekker ‘Human Wanted’ campaign embraced new technology and aligned with Australia’s #1 website – Google Maps – usually applied to National Parks but we became the first region in the Southern Hemisphere to map our visitor precincts, walks and highlights. The journey to create this new visitor resource became a narrative for online audiences to maintain their interest over a year, build awareness, market the destination and reap free media coverage in the process.

Brand: Ipswich City Council
Client: Ipswich City Council
Agency: N/A
Language: English

A New Way to Be a “Grown-Up”

To strive in the ever-competitive hospitality market, Hotel Royal Chiaohsi saw white collar workers aged 30-40 as an opportunity to boost growth. Aiming to generate first-time hotel visits among the target age range, the primary challenge is to remove the price threshold perceived by this target demographic through resolving their inner conflict – that a mature grown-up should not spend such a grand amount of money for pure relaxation. With 18 cheeky but thought-provoking copies, the campaign aims to flip the mindset towards adulthood by telling them – ‘self-indulgence is the best part about being a grown-up’.

To kick off, a massive embroidered advertisement with copies sewn on the fabric took place in a commuter hub station, and was further extended as an interactive campaign site with virtual embroideries, as well as a themed hotel room.

The witty lines have struck a chord with Taiwanese by successfully driving new visits and widespread attention from our target demographic.

Brand: Hotel Royal Chiaohsi
Client: Hotel Royal Chiaohsi
Agency: Ogilvy Taiwan
Language: Mandarin

Humanizing Uber by Humanizing Data

Brand: Uber
Client: Uber Middle East
Agency: FP7 McCann Dubai
Language: English