Subaru has launched its new summer marketing campaign to encourage Aussies to take a detour and go the long way, to discover and reconnect with communities across Australia.
As part of the campaign, Subaru has commissioned a consumer report finding almost half of Australians (45%) are bypassing the tourist drive and tourist attractions signs on the road. In light of this, Subaru will be paying tribute to the hidden gems often forgotten about down under and encouraging Australians to get off the main road and discover something amazing.
A television mini-series featuring 3 x 2.5-minute segments will be released over three weeks on Channel 7 featuring Australian broadcast personality, Andrew Daddo starting from 27th December. The video series will bring to life some of Daddo’s ultimate Great Australian Detours and inspire viewers to take the scenic route next time around. The series will run during Better Homes and Gardens on subsequent Sundays.
The campaign coincides with the launch of Subaru’s Great Australian Detour social media competition encouraging Aussies to get out and share a hidden gem they have discovered on an Australian detour. Each week, from now until 17th January 2021, Subaru will be giving away a $500 Accor Hotels accommodation voucher for those who share their favourite locations to encourage more discovery of backyard.
Additionally, participants can nominate an essential worker who has done something great for the community and deserves a break, to win a $2000 weekend getaway including $1000 Accor Hotels accommodation voucher and $1000 spending money.
Subaru General Manager Marketing, Amanda Leaney says the campaign aims to invite consumers to understand what the Subaru brand stands for.
Leaney said, “This year has presented a number of challenges in regard to travel plans, however, it has also provided an opportunity to discover what our country, and indeed our own state, territory, suburb or city has to offer.”
“Subaru’s Great Australian Detour encourages people to take that unexpected turn whilst travelling on the road and celebrate the little moments along the way. Because when we focus less on the destination, we give ourselves more time to discover, a greater chance to connect and more opportunities to laugh, love and learn together.” she continued.
Subaru’s Great Australian Detour campaign will be executed through multiple channels including earned media, television advertising and social media.
PR agency: Herd MSL – Fuel Communications
Media agency: StarCom