Tourism Queensland – The best job in the world
SapientNitro, Australia
SUMMARY
Our goal – create international awareness of Queensland's 'Islands of the Great Barrier Reef.'
We needed a strategy to capture the hearts and minds of consumers and drive innovation in the category.
The consumer insight is; “You don't truly experience something unless you immerse yourself in it.”
The strategic leap that set this campaign apart was our desire to have people imagine what it would be like to live on the Islands of the Great Barrier Reef, not just visit them.
Competitively, this elevates the brand as most...