A stream. What better way to show that WA’s Southern Forests Region is tourist-ready again after its bushfires?
In February this year, the Southern Forests Region in Western Australia was ravaged by a week of bushfires that destroyed more than 85,000 hectares.
In the minds of too many Western Australians, the area was still a no-go zone.
So Tourism Western Australia and Australia’s South West gave Cummins&Partners the job of developing a way to show that the area was ready to welcome visitors again.
The agency’s idea was to live stream a stream.
Executive creative director, Jim Ingram, explained, “Still images can be faked or out-of-date. So what better way to show the Southern Forests Region was alive and well then to show it live and well.”
“Tourism WA and Australia’s South West have been working together to develop and implement a recovery campaign that encourages visitation to the area. We hope that this ‘live stream’ will reveal how the Southern Forests Region still has a range of great nature-based experiences and so offers a relaxing local get-away,” Tourism WA chief executive officer, Stephanie Buckland, added.
The Live Stream Stream is taking over the home page on watoday.com.au. It’s the first time that live streaming through an advertising banner has been developed in Australia. Cummins&Partners worked with Fairfax, publishers of WA Today, to successfully live stream from The Cascades in the Gloucester National Park, about three and a half hours south of Perth.
To fill out the campaign message, various live events are planned (and will be captured in the live stream) around the stream during daylight hours on July 1, highlighting the region’s attractions like hiking and mountain-biking.
Updates on those events can be followed live via Twitter and Instagram through #thisiswa
Campaign credits
Agency: Cummins & Partners
Executive creative directors: Ben Couzens & Jim Ingram
Creative director: Doogie Chapman
Creative Team: Tom Vizard & Gil Benjamin
Managing director: Tom Ward
Planning director: Virginia Pracht
Senior integration director: Ollie Ward
Integration manager: Shane Mitropoulos
Agency producer: Katherine Muir
Digital producer: Jacqui Rechtman
Digital designer: Tony Zourkas
Production company: Rapid TV
Camera op / DP: Rick Smart
Satellite operator: Nick Manolios
