Escape winter. See Queensland.
Amplifying winter misery to fuel spontaneous trips to Queensland.
Winter sucks. The Melbourne winter, even when described by people who have experienced worse climates, is uniquely biting.
Most tourism advertising for warm destinations focuses on the sun and the shore. When speaking to freezing commuters though, we see more power in reminding people of their current circumstances then directing their mind away from them.
Electronic billboards count down, in real time, to the next 20 degree day – reaching commuters where they feel the cold most bitterly. Mobile billboard trucks run along the same routes, carrying warm Queensland imagery, a live temperature feed and a direct offer, giving participating businesses the chance to reach commuters at their most desperate.
Targeted ads served to people searching for winter items round out the campaign – intercepting those at peak suffering with the current Queensland temperature and a link to book a trip.
