Destination NSW asks Australians ‘when was the last time?’ in Hunter Valley campaign
Destination NSW has released a new campaign for the Hunter Valley wine region by asking Australians: “When was the last time?”
The Here’s to the Good Life campaign, created by JimJam Ideas, features a couple travelling through the Hunter Valley while questions roll across the screen. The ad asks viewers when they last “took off on a whim”, “met a legend” and “made love in the afternoon”.
Captured in black and white film, the ad is backed to Rag’n’Bone Man’s Human.
The campaign is running across cinema, TV and online.
Andrew Crocker, JimJam executive creative director, said the ad aims to help Sydney residents get out of the city and remember what matters in life.
“I think as Sydneysiders we get stuck in Sydney and forget about the things that truly matter in our lives, like connecting with partners and friends. This is what the good life is about. Simple, little pleasures. And the Hunter has them in spades.”
Charlie Cook, creative director at JimJam, added: “The locals are incredibly passionate and proud. Many businesses have been through several generations of the same family. But as a destination they were being overlooked for other ‘newer’ places. In all honesty there’s really only one Hunter Valley. And it’s a hard one to beat. Hopefully we’ve helped put it back up on the pedestal it belongs.”
Credits:
- AGENCY – JimJam
ECD – Andrew Crocker
CD – Charlie Cook
ART DIRECTORS – Patrick Andersson and Mike Miller
GROUP BUSINESS DIRECTOR – John Campbell-Bruce
STRATEGY DIRECTOR – Tony Gordon - PRODUCTION:
DIRECTOR – Gemma Lee
PRODUCER – Alan Robinson
DOP – Ben Shirley
EDITOR – Simon Njoo - CLIENT: Destination NSW
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
Linkedin
Destination NSW should be rebadged Destination Sydney.
Who do they think they are kidding!
I have watched this organisation over the years and they are intent on, if I can borrow a few lines from a Slim Dusty song, “sitting in their padded swivel chairs, in their air conditioned offices” doing very little for regional Australia. Their focus is SYDNEY and the coast.
Memo to the CEO and the Comms team: start promoting regional NSW and revitalize these ailing communities.
User ID not verified.
Why use a left hand drive car?
User ID not verified.