The 'Monday's the new Sunday' campaign combined traditional marketing, social media, and web offers to encourage consumers to take Mondays off work and take a long weekend exploring the Great Ocean Road. Winner in the 2014 AMI Awards for Marketing Excellence (digital marketing category).
Launched on behalf of Great Ocean Road Marketing (a partnership between Great Ocean Road Regional Tourism Board, Geelong Otway Tourism, and Shipwreck Coast Marketing) – the campaign ran over winter and spring, and was aimed at encouraging Victorians to rediscover the region by promoting experiences beyond the traditional icons.
Icon's compelling creative cut through the key challenges facing the region, such as deal fatigue and familiarity, by invoking nostalgic reflections from Victorians and encouraging them to revisit. The tone of the creative was developed with imagery that didn't focus on specific locations along the road and familiar icons such as the Twelve Apostles, but rather the feeling of exploring the region's hidden gems with friends and family.
The region's unique beauty was captured and shared in a more personal and experiential way via Instagram, with a fresh campaign launching Victoria's largest ever 'Instameet'.
Attracting over 600,000 likes in just three days, and generating over $750,000 in media coverage.
For #TheGreatInstameet, celebrities, media personalities and travel photographers took a three-day road trip and shared their experiences with over half a million Instagram followers.
Central to the campaign was a playful website and easy-to-use toolkit for local tourism operators to get involved and offer special deals and promotions on the ‘Monday’s the new Sunday’ website.
Accommodation deals, activities, and great wine and food hot spots were all featured on the site, plus maps and integrated social media activities.
A social media strategy was developed and deployed as part of Icon's digital communication plan. Front-and-centre was the campaign's Facebook page – used to distribute activities and competition information, Instameet content, and engage with fans of the region.