Melbourne Airport launches campaign to encourage Victorians to get vaccinated

Melbourne Airport has launched a campaign in order to encourage Victorians to book in a vaccine shot, making it the latest corporate vaccination campaign, just in time for the state to enter a snap lockdown.

Running in partnership with News Corp’s Herald Sun, the airport is offering $10,000 a month for air travel to the winning vaccinated entrants.

The competition, which was launched in the Herald Sun yesterday (15 July) with a full-page ad, will run for six months, rewarding one entrant each month, upon proving they have been vaccinated.

The campaign was run with a full page spread, on page 2 of The Herald Sun

A spokesperson for Melbourne Airport said that within 10  minutes of the competitions launch, 100 applications had already been lodged, with the competition also receiving coverage on 3AW’s Ross and Russ.

To enter, Victorians are asked to write in 50 words or less about why they want to travel, with the option to also send a video submission no longer than 60 seconds.

The competition will run until the end of the year, with a panel judging the winner for each month.

This is the latest in corporate vaccine campaign, after the latest federal vaccination campaign released over the weekend came under scrutiny once again. The previous $24 million campaign in May was compared by the ABC’s producer and broadcaster, Dr Norman Swan, to something produced by a “communist government committee”.

So far we have seen a couple of corporate vaccination campaigns, last month Nine, Qantas and Virgin Australia took the rollout to customers with ads and promotions encouraging Australians to get the jab. Luxury Escapes also offered an incentive, to give every Australian who starts their vaccine program before 30 September a $200 voucher towards “an exclusive Luxury Escapes international offer”.

Earlier this month, digital marketing intelligence platform, Pathmatics found that of the $6 million spent by the Australian Government on digital advertising between April 2020 – June 2021, only $32,000 was spent on vaccine-specific campaigns, with $3 million being spent more generally on COVID campaigns. with the majority of the vaccine campaigning left to states.

There have been calls from industry leaders for the Federal Government to implement more engaging campaigns, and the use of celebrities or recognisable Australians.

Last year, the Victoria Government enlisted Magda Szubanski to revive her character, Sharon from Kath & Kim to encourage obedience to hygiene and social distancing rules.

The Melbourne Airport campaign is supported by Herald Sun as its media parter for digital and print strategy, with coverage on Melbourne Airport’s social channels, and outdoor run by Ooh Media.


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