Brisbane seeks southern visitors with ‘Even better with you’ campaign
Brisbane is calling for visitors from New South Wales and Victoria for the first time since COVID-19 hit Australia and the state’s border closed.
The campaign, from VMLY&R Brisbane, places the opportunity to reconnect with family and friends front and centre, closing with the tagline ‘Even better with you’.
The TVC is set to a cover of Powderfinger’s ‘My Happiness’ performed by Megan Washington.
“When we originally decided to approach Powderfinger to cover their iconic ‘My Happiness’, we could never have imagined how poignant the lyrics would become after the forced isolation of the last 12 months,” said VMLY&R managing director Adam Kennedy.
“We’re delighted to finally invite the rest of Australia back to Brisbane, and particularly those friends and relatives who’ve longed to visit their loved ones throughout lockdown.”
It is the first time that the song has been licensed for commercial use.
‘Brisbane. Even better with you’ is an extension of the 2019 local advocacy campaign which was developed by VMLY&R in partnership with Ikon.
The 60 and 30 second films will run across TV and cinema, supported by large format out-of-home, social media and PR.
Virgin Australia has also partnered with the Brisbane Economic Development Agency for retail offers.
Credits
Client: Brisbane EDA
Creative Agency: VMLY&R Brisbane
Production Company: Taxi Film Production
Post-Production Company: The Post Lounge
Media Agency: Ikon Brisbane
Music Licensing: Music Mill
