Holiday website Wotif has launched a content-led brand campaign aimed at reminding Australians to think about the little moments that make a great family holiday by looking through the eyes of kids.
Supported through PR and social media activity, the campaign was developed in collaboration with Sydney agency Poem and will feature ‘hero’ videos produced by Versus – the first of which focuses on interviews with kids about what they think is important about holidays.
The videos will be housed on Wotif’s new content hub alongside travel tips and offers, and will be promoted on Facebook to a range of audiences.
Wotif said the launch is supported by a media relations strategy focused on the psychological differences between adults and kids on holiday.
Amanda Behre, director of brand and marketing at Wotif, said the campaign is a great opportunity for the company to see how the effectiveness of branded content can drive brand awareness and engagement.
“We wanted to create a campaign with relatable content that may provide an alternative to relying on just paid media,” she said.
Poem co-founder and director Matt Holmes said the opportunity to develop an earned media-led brand campaign has been a great opportunity to involve the full breadth of the agency’s services and its non-traditional PR agency expertise.
“From the first pitch briefing session, we were excited by the ambition of the brand and that the whole Wotif marketing team was fully part of the process,” he said.
“We’re looking forward to each element coming to life over the coming months and working closely with each Wotif team member to be agile with our strategy depending on what works or doesn’t stick.”