Today, Destination Queenstown launched its spring campaign in Australia, with a focus on driving awareness of the region’s world- class snow offering.
Developed by One Green Bean, the content-led activity, ‘Sick Day Stow Away’, is a first for the Tourism Office as it encourages Aussies to venture to its ski fields in spring.
Playing on the insight that a trip to the snow and ‘pulling a sick day’ go hand in hand, and that ‘how to call in sick’ content is widely searched for online, the unique campaign revolves around a tongue-in-cheek instructional video showing Aussies how to pull a sick day, with the intention of them stowing away to Queenstown.
Fronted by Australian comedian Dan Ilic, the content focuses on his tips for preparing for a sick day from work – from laying the groundwork with your boss, to the all important sick day call and follow-up text. Filmed on location in Queenstown, it showcases a range of the alpine region’s multiple attractions – from skiing on one of the four ski areas to teeing off at a scenic mountain top golf hole or enjoying the vistas of the resort from a helicopter, followed by a sip or two of locally produced Central Otago Pinot Noir in front of a roaring fire.
Graham Budd, CEO at Destination Queenstown comments; “The Sick Day Stow Away video takes a fun look at taking a sick day, in order to capture the attention of our Australian audience in a crowded media space. Whilst it’s produced to create some laughs we think the campaign also does a great job of showcasing the breadth of activity Queenstown has to offer.”
To view Destination Queenstown’s Sick Day Stow Away content, and find out more information on Queenstown as a travel destination, go to: www.queenstownnz.co.nz/sickday