Campaign: ‘Follow The Sun 2014’ Reached 9.15m Aussies

Campaign: ‘Follow The Sun 2014’ Reached 9.15m Aussies
SHARE
THIS



Leisure company, Dometic and its Follow The Sun 2014 campaign reached 9.15 million people and attracted $1.66 million worth of news coverage in just 10 months.

As part of the campaign, three chosen couples or families embarked on three separate journeys, hosting happy hours across the country to promote domestic travel around Australia.

The Follow The Sun campaign ended last week at the Gold Coast, concluding the campaign which was staged across TV, print, radio and social media platforms.

Staged for the first time in 2010, the Follow The Sun 2014 campaign made a big comeback this year – with a strong social media push – to attract a record 8,000 entries.

As part of the campaign, three lucky couples were chosen as Follow The Sun ambassadors, receiving $35,000 each in prizes including a luxury makeover of their caravans with Dometic and WAECO branded products and an expenses paid, three-month road trip around Australia.

FTS_winners_2014

Dometic marketing manager Natalie King said: “In 2007 the WAECO brand was acquired by the Dometic GROUP. Our marketing efforts started to combine the two brands under one umbrella in 2009 and we wanted to stage a promotion that would further unify the brands and reinforce Dometic’s position as market leader in the leisure products industry.

“I think more people are catching on to the dream of travelling and our marketing and PR has been more effective this time round. Our PR team achieved more coverage in the early stage of the campaign, right after the launch, and word spread a lot further this time. There was greater exposure, with a bigger reach, which was supported in a major way through the utilisation of social media, which has grown immensely since then.”

“This time around, it’s still very much an exercise to raise brand awareness, reinforcing our position as industry leader, while also giving us the opportunity to market to the end user who is living and breathing the lifestyle our products provide. Through constant feedback from our Follow The Sun ambassadors, we get to hear from them on an almost daily basis from caravan parks all over Australia. Customer feedback forms a big part of our R&D in how we develop our product. It helps us to understand any issues that are out there, any needs our customers have,and how we can answer those needs.”

Domestic is expecting a positive flow on effect following the conclusion of the campaign.

“It’s always the end goal. Of course that would be nice. And whilst a certain spike is anticipated initially, we expect the flow on effect of such a big branding exercise to last over the next few years, with more people choosing Dometic and WAECO branded products,” King concluded.

Please login with linkedin to comment

Latest News

State Vs State: Which Aussies Travel The Most?
  • Marketing

State Vs State: Which Aussies Travel The Most?

Australians from NSW and the ACT take first place when it comes to travelling overseas, whereas Queenslanders are the keenest on domestic trips, according to new research from global online travel booking platform agoda. The Travel and Tech Study found those in NSW and ACT took an average of 4.8 trips in the last 12 […]

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)
  • Marketing
  • Media

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)

As AFL’s Richmond Tigers and NRL’s Melbourne Storm bask in the glory of their Premiership victories, another war was waging across social media. Sports social content platform 20FOUR today revealed the winner in the battle of the footy codes, declaring the AFL victorious over the NRL in audience engagement during this year’s grand final. Just over 3.5 million people tuned in to watch the […]

by B&T Magazine

B&T Magazine
Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case
  • Media

Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case

West Indies cricketer Chris Gayle has told his Sydney defamation trial against Fairfax Media today that one of its journalists was out to “destroy” him following a series of articles in The Age that alleged he exposed his genitals to a female masseuse during the Cricket World Cup in Australia in 2015. In the NSW Supreme Court today, […]

by B&T Magazine

B&T Magazine
Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne
  • Advertising
  • Marketing

Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne

After successfully launching in Sydney and Brisbane in the past year, Mentor Walks has announced it is expanding to Melbourne with the help of some female industry leaders. How Mentor Walks works is through a small group of senior female executive leaders who agree that, when they are available, will be part of a monthly […]

App Annie Announces New Managing Director For APAC
  • Technology

App Annie Announces New Managing Director For APAC

App market data and analytics company App Annie has announced the appointment of Cindy Deng as its new managing director for the Asia-Pacific (APAC) region. Deng joins App Annie with more than 18 years’ experience in enterprise IT, digital advertising, data analytics, and data management. In her most recent role at Turn, she was responsible […]

New Editor For GQ Australia
  • Media

New Editor For GQ Australia

Unfortunately, it's no more Lowes or Roger David for Michael Christensen after being named fashion organ's top tamale.

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]