Icon tasted success at last night’s 2014 AMI Awards held in Sydney, winning the National Digital Marketing category for its ‘Monday’s the new Sunday’ Tourism Victoria and Great Ocean Road campaign.

Geelong Otway Tourism and Shipwreck Coast Marketing (Great Ocean Road Marketing) engaged Icon to develop and implement an innovative, integrated marketing campaign that featured Victoria’s first ever tourism Instameet to drive visitation to the Great Ocean Road region over winter and spring 2013.

Joanne Painter, Managing Director of icon.pr, said she was proud of the campaign’s success and the innovative strategy that combined traditional, social and digital media channels to encourage Victorians to discover or rediscover some of the most beautiful coastline in the world.

“We wanted to introduce a new, innovative way to market the region to avid followers of social media and Australian tourism,” said Ms. Painter.

“We saw the ‘Monday’s the new Sunday’ campaign as a uniquely qualified opportunity to activate Victoria’s largest ever ‘Instameet’, which reached an audience in excess of 600,000 in just three days,” she said.

“Not only was the campaign a success across both traditional and digital media channels, it also proved to be the first fully integrated communications campaign for the region.”

“The campaign allowed us to utilise social media as a way of reaching out to a new audience. It was extremely well received by tourism operators and positioned Great Ocean Road Marketing as an innovative and forward thinking tourism body,” said Ms. Painter.

Icon managed the entire process from ideation to implementation, showcasing the agency’s ability to seamlessly blend PR and digital communications.

The ‘Monday’s the new Sunday’ campaign dramatically increased the awareness for the region, generating an estimated advertising value of more than $750,000 and over 600,000 likes and shares on Instagram.

Instameeters from Monday’s the new Sunday campaign