Sydney independent agency The Hallway is behind a campaign to “make the most of the Sunshine Coast” for Tourism and Events Queensland.
The campaign taps into the idea of modern life being always on, and invites consumers to take themselves offline on the Sunshine Coast.
Simon Lee, creative partner at The Hallway, said: “We created these spots to serve quite literally as a break within the usual commercial frenzy of an ad break. This mirrors the role that a holiday on the Sunshine Coast can play – a break from the frenzied pace of our modern “always on” lives. The choice of 15 second slots and the deliberate, meditative pace of our 15 second executions are in themselves a concrete expression of the campaign idea.”
Veronica Rainbird, marketing and brand director at SCDL, added: “This campaign invites visitors to ‘Make the Most of the Moment’ and reinforces the Sunshine Coast’s naturally refreshing brand. The exciting new campaign encapsulates and showcases the Sunshine Coast as the perfect place to enjoy quality time together and leave feeling naturally refreshed.”
The integrated campaign features three TVCs, premiering nationally this week across TV and digital channels, as well as PR and activation also managed by The Hallway.
Client: Tourism and Events Queensland; executive director marketing: Steve McRoberts; director brand and marketing: Jill Holloway; marketing manager destinations: Alison Bendall; brand director Sunshine Coast Destination Limited: Veronica Rainbird; creative: The Hallway; creative partner: Simon Lee; head of art: Dave Lidster; copywriter: Josh Aitken; group account director: Emma DiGiacomo; project manager: Annabelle Pocock; agency producer: Bianca Baroni; production company: Collider; director: Lorin Askill; executive producer: Rachel Ford Davies; producer: Catherine Warner; sound design and music: Sonar; post production: Method Studios and The Post Lounge
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