Online travel site, Wotif has launched its new ‘Aussie For Travel’ brand platform with ‘The Next Big Thing’, a community led PR and Social Media campaign. It is Ogilvy’s first piece of work with Wotif, in collaboration with WPP partners opr & Maverick.
For the past 18 years, Wotif has been focused on the Aussie traveller and is dedicated to promoting local travel. To mark the brands coming of age and to launch the new Aussie For Travel platform into the market, the ‘Next Big Thing’ will see an Australian town, city or suburb gifted with a new tourist attraction, known as the ‘Next Big Thing’.
The structure – to be backed and voted on by the nation – will join the ranks of 150+ unique Australian icons including the Big Banana and the Big Pineapple, aiming to support the domestic tourism industry and help drive money back into the local economy.
Ewen Pettit, strategy director, Ogilvy Brisbane says, “The brand proposition speaks directly to a nation of passionate travellers and the Aussie for travel platform positions Wotif as a trusted travel mate in-the-know. For many Australians, the Wotif brand is synonymous with travel. Backed by 18 years of data and local knowledge, Wotif has supported Aussie travel experiences and knows what makes Aussies tick”.
The ‘Next Big Thing’ campaign recognises ‘Big Things’ are, in fact, celebrated Aussie icons and widely-considered as part of our domestic travel culture. Wotif research shows 80 per cent of Aussies believe these structures are ‘uniquely Australian’ and showcase the fun-loving spirit of our nation, while 90 per cent of Aussies have visited a Big Thing in their lifetime.
Daniel Finch, Wotif Managing Director says, “Wotif is passionate about encouraging Aussies to explore more of their own backyard and we are excited about launching the new platform with an initiative that creates genuine engagement and participation from individuals, tourism boards and local councils all across Australia, each of which have their own story to tell.
“From the Big Bin Chicken (Ibis) in Sydney, to the Big Peanut in Kingaroy, to the Big Kilt in Glen Innes, since nominations commenced we’ve received thousands of entries and widespread involvement from Aussies vying for their town, city or suburb to be crowned the home of the ‘Next Big Thing’,” continued Mr Finch.
The ‘Next Big Thing’ launched via Facebook and a landing page www.wotif.com/nextbigthing, is supported by PR, Experiential and Digital.