Tourism and Events Queensland + Sunshine Coast Destination Ltd ‘make the most of the moment’ in a new campaign via The Hallway
The Hallway and Tourism and Events Queensland (TEQ) in partnership with Sunshine Coast Destination Ltd (SCDL), have launched an emotive new creative platform “Make the Most of the Moment“.
The integrated campaign will see its TVC breaking nationally this week across television and digital channels. The campaign will be supported by PR and activation also managed by The Hallway.
The campaign taps into the ongoing issue around the “always on” culture, where the balancing of work, family and friends is resulting in people seeing their lives whizz by, without really taking it all in. As such, they want their holiday experience to be genuine and authentic, to connect with people, places and experiences. They relish the opportunity to put aside the to-do-list and take themselves offline.
The Sunshine Coast offers the perfect alternative to the fast pace of modern society. It invites us to connect – to ourselves, to the people we love and to the world around us. It invites us to taste the food we eat rather than “inhaling” it, to hear what our loved ones have to say rather than half listening, to take in the view instead of seeing the world as a blur.
Make the Most of The Moment positions The Sunshine Coast as advocating and enabling people to take themselves offline, to enjoy quality time with their family and friends – to Make the Most of the Moment so they can leave feeling naturally refreshed.
Says Simon Lee, creative partner of The Hallway: “We created these spots to serve quite literally as a break within the usual commercial frenzy of an ad break. This mirrors the role that a holiday on the Sunshine Coast can play – a break from the frenzied pace of our modern “always on” lives. The choice of 15 second slots and the deliberate, meditative pace of our 15 second executions are in themselves a concrete expression of the campaign idea.”
Says Veronica Rainbird, marketing and brand director of SCDL: “This campaign invites visitors to ‘Make the Most of the Moment’ and reinforces the Sunshine Coast’s naturally refreshing brand. The exciting new campaign encapsulates and showcases the Sunshine Coast as the perfect place to enjoy quality time together and leave feeling naturally refreshed.”
Client: Tourism and Events Queensland
Executive Director Marketing – Steve McRoberts
Director Brand and Marketing – Jill Holloway
Marketing Manager Destinations – Alison Bendall
Brand Director Sunshine Coast Destination Limited – Veronica Rainbird
Creative: The Hallway
Creative Partner – Simon Lee
Head of Art – Dave Lidster
Copywriter – Josh Aitken
Group Account Director – Emma DiGiacomo
Project Manager – Annabelle Pocock
AgencyProducer – Bianca Baroni
Production company – Collider
Director – Lorin Askill
Executive Producer – Rachel Ford Davies
Producer – Catherine Warner
Sound design & music – Sonar
Post production – Method Studios & The Post Lounge
8 Comments
Nothing happens seems to be the brief, and it’s been executed perfectly here
. . . but then again, nothing happens, so they must have hired the right team.
Just when you thought this company had brought you every slow-motion image you’d ever want to see . . . wait, there’s more. Brother.
Looks amazing guys
Art Direction?
It’s a beach, two glasses of wine, and a plate of cheese, mate.
Please don’t drink and blog. Oh, and take your medication.
Seriously !
How the hell did this boring non informative, non emotional, counter productive crap ever get approved by the state government.
Yes, I’m happily retired and living up on the Sunshine Coast and just spilt my coffee on my pants watching this shit on my ipad. I now see I have to come back and do some probono work for TQ before my property prices fall even more.
Rather vacuous after reading that PR spin!
So, you guys pulled a script from an unsold yoghurt ad and threw it on the worst mood film anyone’s ever seen. Right, captain of all things strategy?
Truly awesome if you’re trying to win in a karaoke category.
Just wondering why they used a Sydney based copywriter, a Sydney Ad Agency for the Creative, a Sydney based producer, etc in stead of using local Sunshine Coast production and creative services.
Be great to see SCDL support the local Sunshine Coast community in return.
Surprising the Harbour Bridge wasn’t in the background.