Coca-Cola has today launched a new regional campaign via The Station Agency, Ogilvy and Geometry, to help Aussies celebrate summer in some of Australia’s most iconic and loved holiday spots such as Bunbury, Coffs Harbour, Port Macquarie and Bateman’s Bay.
With this summer tipped to be one of the busiest on record for popular holiday hotspots around Australia, Coca-Cola has crafted a hyper-local approach that celebrates what makes each destination unique.
The campaign features bespoke localised out-of-home in nine locations including Newcastle, Port Macquarie, Orange, Bunbury, Bateman’s Bay, Kalgoorlie, Toowoomba, Coffs Harbour and Byron Bay.
The large format out-of-home features imagery that celebrates local themes unique to each area such as surfing in Port Macquarie, Bateman’s Bay and Newcastle, fishing in Coffs Harbour, snorkeling in Bunbury and the iconic lighthouse at Byron Bay.
Says Pamela Wyatt, brand director, Coca-Cola: “After the year we’ve had, a lot of Aussies can’t wait to take a break and are planning on taking their holidays right here at home. This campaign celebrates what makes some of our local holiday hotspots so unique and special.
“We hope this campaign will inspire Australians to refresh with an icy-cold Coke while they are enjoying a well-deserved break this summer.”
A suite of point-of-sale (POS) imagery has also been crafted to celebrate local themes that are relevant for the different holiday destination. The POS assets with our call to action ‘Refresh here’ feature snorkeling and surfing in coastal towns, windmills and kangaroos in regional areas, and historic buildings in heritage towns.
The campaign is live on buses and large format billboards and in POS across regional markets over the peak summer holiday period until February, 2021.
Creative: The Station Agency, Ogilvy, Geometry
OOH: Go Transit, Claude Outdoor and oOh!media