Destination Phillip Island launches new ‘Phillip Island 101’ campaign via Hardhat
Destination Phillip Island has launched its largest ever campaign via independent creative agency Hardhat who won the account in July last year following a competitive pitch.
With lockdowns lifted and borders open, the campaign aims to boost local and interstate tourist numbers, inviting people to stay longer and explore more of the ‘101km2 of amazing’ on offer. The ‘Phillip Island 101’ campaign is live across social and digital channels including a refreshed website; and will soon be supported with the Island’s new TVC airing initially in NSW.
Says Kim Storey, general manager at Destination Phillip Island: “We’re delighted to be able to share all the reasons why Phillip Island is so special with so many. We’re looking forward to entering this next phase of marketing Phillip Island and seeing tourism on the island thrive again.”
Says Chris Hince, creative director, Hardhat: “When you think of Phillip Island, penguins and maybe the MotoGP spring to mind. The opportunity here was to highlight the many other amazing things the Island has to offer, conveniently packed into just 101km2. As an Island local myself, promoting this incredible place has been a real passion of mine. I hope people fall in love with it as much as I have.”
Destination Phillip Island is responsible for supporting the long-term viability and sustainability of the tourism economy of this region. Phillip Island is one of the top tourist destinations in Victoria, famous for its incredible wildlife and stunning Australian landscapes.
Hardhat was founded in 2005 by Dan Monheit and Justin Kabbani. The agency, now a team of 50, builds brands through a combination of creativity and behavioural insights. Hardhat clients include Superhero, Bega Dairy and Drinks, Victoria University, Steggles, Lilydale, Simply Energy and DocuSign.
Visit https://www.visitphillipisland.com.au/
Creative Agency – Hardhat
Destination Phillip Island
Kim Storey – General Manager
Arnika Martin – Digital Media and Marketing Coordinator
Production Company – Betty Wants In
Director – Michael Mouritz
DOP – Chas Mackinnon
Producer – Ally Curtis
Executive Producer – Drew Dunlop
Editor/Grade – Mark Smithwick
Casting – Northside Casting
Sound House – Front of House
8 Comments
As a NSW resident , this video does NOT entice me to visit .
‘Phillip island is usually associated with the penguins and moto gp’- says creative who then feature penguins and a jet boat 🤔.
Talk about a missed opportunity.
Sadly as a resident I see no mention of the geology, geography , First nations story , local legends? Just a stupid jet boat and unsurprisingly MORE penguins – all filmed like a tourism spot from the 90’s.
Stoo promoting petrol driven jet boats and focus on the natural environment please? For the locals sake!
It’s bad.
With everyone itching to travel, there will be a shitload of tourism ads coming out and this falls flat – the execution is meh
It seems more thought was put into the name of the idea, than the idea itself.
This is entirely bland.
“101 square kilometres of amazing”, yet no mention of one of the old local institutions Amaze-n-Things (would’ve thought the link was obvious).
Considering I can drink wine and walk stunning coastlines at most holiday destinations I would’ve thought this agency would’ve tried a bit harder. Doesn’t fall flat, it’s more failure to launch. Yawn.
apparently, over at the Rock, I can also get some instajealous seals and pelicans, not just cute penguins
https://youtu.be/AO7Zjw6g6LE
Everyone thinks they can write a great script for screen but few can. This is what happens when an a client chooses on budget and not talent.