Coke’s summer campaign celebrates regional holiday spots in Australia
Coke’s new summer campaign puts a spotlight on regional destinations hoping to attract holiday-goers taking advantage of lifted domestic travel restrictions over the end of year break.
Towns such as Bunbury, Bateman’s Bay, Newcastle, Coffs Harbour, Port Macquarie, and Kalgoorlie are targeted in the campaign, which features out of home and point of sale assets.
Coca-Cola’s brand director, Pamela Wyatt, noted that she hopes the campaign will encourage Australians to invest in a local tourism industry decimated by the impacts of the COVID-19 pandemic.
It follows the launch of Tourism Australia’s ‘Holiday Gifting’ campaign, a new iteration of the ‘Holiday Here This Year’ platform that asks Australians to consider the entire country a ‘gift shop’ and gift tourism experiences to loved ones. Last year, Australians booked 16.4 million overnight domestic getaways, worth $12.8 billion, across December and January – one fifth of the entire year’s domestic travel spend. The entire tourism industry is, in non-COVID times, worth $100 billion.
“After the year we’ve had, a lot of Aussies can’t wait to take a break and are planning on taking their holidays right here at home. This campaign celebrates what makes some of our local holiday hotspots so unique and special,” Wyatt said.
“We hope this campaign will inspire Australians to refresh with an icy-cold Coke while they are enjoying a well-deserved break this summer.”
The large format out of home creative features imagery relevant to each town – surfing for Port Macquarie, Bateman’s Bay and Newcastle; fishing for Coffs Harbour; snorkelling for Bunbury; and a lighthouse for Byron Bay.
The point-of-sale imagery, meanwhile, asks customers to ‘refresh here’ with imagery such as windmills, kangaroos, historic buildings, snorkelling, and surfing.
The campaign is live on buses, large format billboards, and at points of sale across regional markets. It will run across the summer period until February next year.
Credits:
Creative: The Station Agency, Ogilvy, Geometry
Media: UM
OOH: Go Transit, Claude Outdoor and oOh!media
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