Rick Stein Led Social Video Content Series For Bannisters And Shoalhaven Tourism

Rick Stein Led Social Video Content Series For Bannisters And Shoalhaven Tourism
SHARE
THIS



Bannisters, the boutique hotels situated at Mollymook Beach, recently teamed up with Shoalhaven Tourism to create a social video campaign that told the story of the Shoalhaven region through its people, places and produce.

The campaign was created by social video specialist agency Emotive, and was designed to give the audience an insider’s perspective on the story of the Shoalhaven, by profiling the people who live there, what they produce and why they love it.

Rick Stein, the seafood chef, restaurateur and television presenter – who is deeply involved in the region through his restaurant ‘Rick Stein at Bannisters’ – played a central role in the video content.

The short form content series was made up of 15 social video ‘episodes’ and rolled out across 10 weeks, living on both the Bannisters and Shoalhaven Tourism social media channels. Here’s one of many:

Jamie Crick, audience director of Emotive said, “The episodic strategy was designed to keep Bannisters in the consciousness of their target audience over an extended period and to grow a following of genuine fans anticipating each next piece of content.

“Ultimately, by building emotional connections to the Shoalhaven region among Sydneysiders, particularly as it’s exemplified in the Bannisters experience, we wanted to drive consideration and bookings. The results we have seen to date have been overwhelming and exceeded all expectations.”

The content has had over 700k+ video views (and growing) and over 8.6K+ social engagements. Its strong engagement rate of 1.2 per cent and incredibly positive sentiment of 94 per cent shows how well the content resonated with the specific subset of Sydney-dwelling travel & food enthusiasts to which it was targeted.

Coralie Bell, tourism manager at Shoalhaven Tourism said, “The opportunity to work with Bannisters and Emotive on content that showcases the diverse experiences and characters of the Shoalhaven was a very exciting prospect.

“The ‘Our South Coast’ campaign fit in with our focus on Shoalhaven’s burgeoning food scene and our desire to showcase how much of a year-round destination we are. We were lucky to have Rick Stein in the country for the filming – he’s such a natural in front of the camera and we’ve been really pleased with the results.

“Emotive delivered on time and on budget and provided a full service experience, from concept through to amplification. We really liked the guaranteed results and the way they portrayed the Shoalhaven’ s chic yet easy-going essence.”

Bannisters identified the need to reach new audiences beyond traditional advertising. Peter Cosgrove, owner of Bannisters added, “We realise we’ve got a compelling story to tell and wanted to use the power of social video as a way to show the produce, our people, and the area including our venue Bannisters.

“Working collaboratively with Shoalhaven Tourism, we were able to demonstrate our shared passion for the region and through digital targeting, we showcased this to the people of Sydney and ACT who have it right it on their doorstep!”

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]