Sydney PR and social agency Poem have launched the second phase of Wotif’s content-led brand campaign in time for Christmas, exploring how adults and children look at holidays.
The holiday website conducted a social experiment focusing on three young children who were each given a camera to film their family trips away to show what holidays are like when viewed through their eyes, and highlight the importance of making these memories.
The content is supported by PR, social media, re-targeting, and programmatic, and will also be shown at selected Moonlight Cinema screenings as part of Wotif’s sponsorship deal.
Holiday filming tips, tricks and kid-friendly advice has also been created and shared on a content hub as part of the campaign.
The social experiment was born from research by Wotif, which found that 93 per cent of Aussies agree that making memories is more important than receiving presents under the Christmas tree this year.
However, the research found that parents seem to still be stressed when it comes to holidaying, with 63 per cent admitting to having negative feelings in the lead up to going on a family break.
Poem co-founder and director Matt Holmes said the agency wanted to move away from the successful comedy-focused content used to launch the campaign and dial up the emotion to coincide with the busy Christmas and summer travel period for families.
“The process of setting this up with Versus and the Wotif team has been really special, from first identifying the families, working with the kids before their trips, to ensuring we captured the genuine reactions on reveal day,” he said.
“The raw footage captured by the kids was also more beautiful than we could have hoped for, so seeing the parent’s reactions was priceless.
“I’m confident that the result will strike a chord with our intended audience, and we’re going to be agile in monitoring what components resonate the most throughout the campaign period and alter support accordingly.”
Amanda Behre, Wotif’s director of brand and marketing, said the experiment not only shows how kids live in the moment and appreciate the simple things about holidays, but is also a reminder in the Christmas lead-up period that it’s not just about receiving gifts – even for kids.
“Whether it’s spending hours playing in the resort pool, the novelty of late night pizza and ice cream, or the family car trip games, families don’t need to break the budget or travel far to escape,” she said.
“Even if it’s just a quick weekend away, kids really do appreciate those little moments spent with mum and dad without the distractions of daily life”.
Campaign creative, social strategy, Facebook media, PR: Poem
Video production: Versus media
Director of brand and marketing (Wotif): Amanda Behre
Senior brand marketing manager (Wotif): Darren Potter
Social media manager (Wotif): Nicole Redfern
Head of PR (Wotif): Megan Smith