Wotif Launches ‘The Festival Of Wot?’ To Invigorate Domestic Tourism Via WPP AUNZ
Following the success of its Next Big Thing campaign in 2018, online travel site Wotif has announced its latest drive to encourage Aussies to take the off ramp and spend more time discovering destinations beyond their tried and tested favourites.
Together with the integrated WPP AUNZ team of opr agency, Ogilvy and Maverick and the help of the general public, Wotif will scour the nation to discover and celebrate what makes Australia unique.
Towns, cities and suburbs that have something they deserve to be famous for can nominate themselves via wotif.com/festival to be awarded a new festival in honour of said ‘thing’.
Known as The Festival of Wot?, the countrywide competition will shine a high-beam on what makes Australia special and is set to encourage more Aussies to explore the people and places that make up this great nation.
The initiative is being launched after research conducted by Wotif found Aussies have visited fewer than one per cent of Australia’s towns despite three quarters (75 per cent) of Aussies saying they are willing to detour to uncover something unique, and over half of all Aussies making holiday choices based on the potential to learn or experience more of Australia.
The campaign is the latest milestone in the rollout of the travel site’s “It’s Aussie for Travel” brand platform developed by Ogilvy.
With The Festival of Wot?, the team are putting the power back in the hands of the Aussies who know their country best, further demonstrating the brand’s promise to help customers curate their travel experiences based on personal recommendations.
Wotif managing director, Daniel Finch said: “Last year’s Next Big Thing search reminded us all how incredible Australia is.
“From the hard-working melon farmers of Chinchilla to the passionate peanut committee in Kingaroy, it’s clear that Aussies are proud of where they’ve come from.
“This year we’re asking towns, suburbs and cities to tell us what they should be famous for – and we’ll work out magic to make it so.
Finch continued: “We’re putting on an entire festival for the winning destination, dedicated to celebrating their unique claim to fame.
“In creating The Festival of Wot?, Wotif also wants to help Australia celebrate the many great stories and characters from around the country, bringing to life what locals love and why these colourful places are worth travelling for.
“Along the way, we will be highlighting some of the more engaging and creative nominations received via our communications and social campaigns to encourage Aussies to get behind their communities being crowned the winner.”
The Festival of Wot? campaign rolls out over four months and is supported by a full communications, PR, social, influencer, experiential, and digital execution.
CAMPAIGN CREDITS:
opr, Ogilvy Australia, and Maverick are all part of WPP AUNZ, Australasia’s leading creative transformation company.
opr
Associate Director – Alice Coulthard
Account Director – Madeleine Hanley
Senior Account Manager – Liz Johns
Senior Account Manager – Duncan Fredericks
Senior Account Executive – Caitlin Falls
Ogilvy
Creative Director – Ben Smith
Head of Social – Alex Watts
Social Strategist – Ola Olorunnimbe
Senior Copywriter – Nathan Moraza
Art Director – Leisa Ilander
Copywriter – Lucy Hay
Integrated Producer – Jet Dominic
Senior Account Director – Lauren Barnes
Account Executive – Zeeshan Baig
Maverick
Group Account Director – Michelle Jones
Account Manager – Sophie Ryan
Senior Producer – Samantha Sedman
Client: Wotif Group
Managing Director – Daniel Finch
Senior Public Relations Manager – Sarah King
Public Relations Specialist – Aliisa Frassetto
Senior Social Media & Content Manager – Nicole Redfern
Social Media Specialist – Adele Bevacqua
Social Media Specialist – Sarah Duncan
Content Specialist – Cassie Britland
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.