Brisbane Marketing (the city’s economic development board) has unveiled a new campaign aimed at increasing visitation to Brisbane and its surrounding region.
The “Nothing’s Changed, Everything’s Different” campaign, developed by VMLY&R in partnership with Ikon, is the first campaign created by the agency partnership since the business was awarded in September, after a competitive pitch.
VMLY&R Brisbane MD, Adam Kennedy said that the opportunity to promote the city at this unique time in its development is very special.
“We bloody love Brisbane – we know locals do as well – so it was important to partner with the Brisbane creative community, established and emerging, to help bring the brand idea to life. We hope this campaign will drive Brisbane residents to share their love and passion for their great city.”
Local Brisbane directors Stephen Lance and Mairi Cameron shot the hero film working alongside Brisbane photographer Jesse Smith. The TVC, fronted by Aria award winning singer/songwriter, Megan Washington showcases how Brisbane has evolved as a destination while remaining the welcoming and unpretentious city it has always been. For the TVC Washington re-interprets one of the city’s most iconic songs, Powderfinger’s My Happiness, the first time the song has ever been licenced for commercial use.
“Getting Megan and Powderfinger onboard is a coup, particularly as My Happiness is such an iconic Brisbane song,” said Kennedy. “Re-recording with Megan provided a new perspective on a track we all know and love and sheds a fresh light on our great city while still maintaining its warm, welcoming attitude.”
The films (60” & 30”) which will run across FTA TV & Cinema, will be supported by large format OOH, targeted print, online, social media and PR. All content will be supported by the hashtag #mybrisbane or website mybrisbane.com.au.
Renowned Brisbane street artist Sofles will paint a giant mural in Fortitude Valley which will be updated four times throughout the campaign; plus local media personality Sofie Formica has been brought on board to develop fun and engaging social media content encouraging locals to discover their Brisbane and share their #mybrisbane moments. Locals will also be invited to enter a competition to win tickets to an exclusive performance by Megan Washington at the Brisbane Powerhouse on 12 December.
Brisbane Marketing chief commercial operator, Rob Nelson, said the time was right for Brisbane to showcase itself as the cosmopolitan city it has become while retaining its charm and welcoming feel.
“Brisbane has seen extraordinary growth in visitor numbers, infrastructure development and tourism product over the past five years,” Nelson said.
“Our industry has collaborated to deliver Visitor Economy 2031 Vision for Brisbane Region, an innovative and ambitious strategy to secure an additional $6.5 billion in visitor expenditure each year. The launch of “Nothing’s Changed, Everything’s Different” is a critical step towards delivering this vision.”
The second phase of “Nothing’s Changed, Everything’s Different” will launch in April and will primarily target interstate visitors via brand and partner activity across NSW, VIC and SA.