Mt. Warning Wollumbin Caldera National Landscape Region, Tweed Tourism and Tourism Australia: Creating a living brand from a dormant volcano

This campaign developed an iconic brand for a vast, relatively unknown expanse of spectacular natural and cultural experiences spanning Northeast New South Wales and Southern Queensland.

Mt. Warning Wollumbin Caldera National Landscape Region, Tweed Tourism and Tourism Australia: Creating a living brand from a dormant volcano

The 2010 Warc Prize for Ideas and Evidence was awarded to case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

The key marketing challenge was to...

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