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Tropical North Queensland spins an adventurous tale to attract visitors

Tropical North Queensland (TNQ) has employed content in an interesting manner to show its adventurous side to Australians. Partnering with SapientNitro, TNQ built on real life stories to attract visitors.

Brief
To get Australians up to TNQ to experience the diversity of adventurous experiences by creating desire to visit. The marketing activity needed to showcase these experiences and the natural beauty with real, relatable and shareable content built on a foundation of engaging human stories, and provide people with a tangible reason to visit.

The Idea
TNQ became the backdrop for a series of content videos featuring locals with interesting stories, amazing lives, big personalities and passion for the region.

Execution
Nominations/stories:
First the agency asked locals to share interesting stories encouraging them to be a hero in the local marketplace, including a feature in the Cairns Post.

Story submissions:
Through a local media campaign featuring press and radio ads and grassroots approaches such as appealing to RTOs (Regional Tourism Operators in Queensland) to nominate colourful locals in their areas, stories were invited. Submissions were emailed to the agency and shortlist was chosen.

A talent scout was flown up to the region to interview each person on the shortlist.

The agency then involved director Justin McMillan and finalised the heroes.

Three heroes were highlighted for the campaign — Glen Jacobs, Ross Miller, and Nikki Rumney.

Credits:
Creative Director: Ralph Barnett
Art Director: Sarah Chernishov
Writer: Jon Pickersgill
Producer: Melissa Ashman
Account Director: Natalie Hocking
Digital Designer: Bonnie Forsythe
Digital Development: XCOM
Production Company: Taxi Film Production
Director: Justin McMillan
Producer: Mark Bishop
Director of Photography: Ben Shirley
Post Production: Cutting Edge

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.
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