Four retired Queens roadtrip The South West Edge in new content series via 303 Mullenlowe and Mediahub
WA creative shop 303 MullenLowe Perth and full service media agency Mediahub have created a new tourism campaign for The South West Edge, featuring four older women in a van on a 12-day road trip through WA destinations.
The content series, Queens On The Edge, is the first campaign created for The South West Edge since 303 MullenLowe and Mediahub won the account in a pitch process last year. The client is a new committee comprising of Destination Perth, Australia’s South West and The Golden Outback, formed to promote extended visitation across The South West Edge to interstate travelers.
Other assets
Episode 1: https://www.youtube.com/watch?v=hArucuVPUMk
Episode 2: https://www.youtube.com/watch?v=3MTDMaZg1xQ
Episode 3: https://www.youtube.com/watch?v=GWdYB6IBSCg
The new campaign is aimed at attracting east coast holiday seeks, following the four women as they travel from Perth tp Esperance, showcasing the incredible landscapes and characters they meet along the way.
303 MullenLowe’s planning director, Smiljka Dimitrijevic explained: “On paper, The South West Edge may not seem dissimilar to other roadtrips in Australia, with an abundance of ocean, nature, wineries and attractions along the way. However, on our own reconnaissance trip along The Edge we saw exactly why this slice of Australia is unlike anywhere else in the world; the region is filled with amazingly quirky characters creating off-the-wall experiences for those who cross their paths.”
303 MullenLowe’s executive creative director, Richard Berney continued: “Everyone knows about the intoxicating landscapes of WA’s South West – but it’s the locals, and in particular the wild and wonderful matriarchs that are truly world class. So we tagged along with four fabulous friends on an epic South West roadtrip.”
An episodic 12-day targeted social media campaign follows the Queen on their 12-day roadtrip, with their adventures also being tracked through a partnership with Melbourne’s Nova 100 and SmoothFM, with WA’s own Joel Creasey regularly checking in throughout their trip. The partnership will also offer Victorians the chance to travel the Edge themselves via a bespoke ‘Never Have I Ever’ competition, which includes social and digital integration and amplification. A dedicated website has also been created to showcase the adventures undertaken by the Queens.
The stars of the campaign – Bernie, Roz, Sandy and Lisa – were cast after meeting while 303 MullenLowe’s creative team were experiencing the roadtrip for themselves.
“Our creative was inspired by research, which showed that an increasing number of women in their 60s and 70s are setting off in their Winnebagos – no kids nor husbands in tow. Life has become too short for that. They want freedom on their terms. And The South West Edge has bucketloads on offer, making it the perfect freedom destination,” added Dimitrijevic.
This project received funding through the Australian Government’s Recovery for Regional Tourism Program administered by Austrade.
Credits
Clients
Australia’s South West – Catrin Allsop, Malcolm Farrell-Mitchell, Annabel Owen and Janice Platt
Destination Perth – Jade Brown, Tracey Cinavas-Prosser
Australia’s Golden Outback– Marcus Falconer, Kelly Leonard
303 Mullenlowe and Mediahub
Joint Managing Director- René Migliore
Executive Creative Director- Richard Berney
Planning Director- Smiljka Dimitrijevic
Art Director- Stephen Hansen
Copywriters- Zosia Kilpatrick, Maya Halilovic and Chris Swift
Designers- Andrew Allingham & Madeleine De Pierres
Producer- Jonathan Julius
Business Director- Imogen Prevost
Media Director– Kylie Macey
Media Account Manager- Meg Handley
Media Coordinator- Ben Miller
Production
Director and Editor – Dominic Pearce
Co-Director & Stills Photographer – Sam Harris
EP – Grady Habib
Producer – Emilia Jolakoska
DOP – Dave Le May
1st AC – Ben Berkhout
Sound Recordist – Ben O’Hayon
Stylist – Sandy Mitchell
Production Coord – Priscilla Anne Jacob
Vehicle & Driver – Mark Niutta of Kool Kombis
Colourist – Jaemie Manners
Sound Producer – Holly Miller
Sound Design – Lachlan Cooper and Brad Habib
Music Composition – Panda Candy
Music Company : Panda Candy
Composers : Sarangapany / Berney
Lead Cast
Bernardine Aslett
Roz Benson
Sandy Mitchell
Lisa White
With thanks / Featuring
Margaret River Tourism Association – Amanda Peterkin
Wadandi Custodians – The Webb Family (Isaac Webb for the Welcome to Country)
Swings & Roundabouts, Yallingup
Smiths Beach Resort, Yallingup
Margaret River Discovery – Sean Blocksidge
Margaret River Bakery – David Astbury
The Department of Parks and Wildlife
RAC Karri Valley Resort
Liberté, Albany – Hester van der Straaten
Australian Truffle Traders – Melinda and Gavin Booth
Limeburners – Lauren Hercus (talent)
The Museum of the Great Southern – The Brig Amity Ship
The National Hotel in Fremantle
Madeline Mitchell
The City of Albany
The Shire of Augusta-Margaret River
The City of Busselton
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topics
303 Mullenlowe
Australia's South West
Destination Perth
Joel Creasey
Richard Berney
Smiljka Dimitrijevic
The Golden Outback
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