Visit Victoria creates tourism ad for dogs
Visit Victoria and Clemenger BBDO Melbourne have created a tourism ad targeted at dogs.
The digital campaign has been optimised for dogs’ vision and hearing and includes a video of dogs enjoying various locations across regional Victoria.
The ad also endeavours to address the barrier 65% of Victorians face, which is not being able to go away for the weekend due to having pets to look after.
‘Your Dog’s Happy Space’ campaign is an extension of Visit Victoria’s ‘Your Happy Space’ campaign and aims to promote pet wellbeing and encourage a trip away for both pet-owners and pets.
Dr Kate Mornement, dog behaviouralist and pet psychologist, said in a statement: “A short break away can have many of the same physical and mental health benefits for a dog as it would their owner.
“A new environment is not only stimulating and enriching for a dog but quality time together with a weekend away provides an opportunity for physical exercise, further develop social interaction, strengthen the bond and relieve stress.”
The content for the campaign was curated by local ‘pet-fluencers’ @MyAussieTribe, @Tomandcaptain, @ChandlerThePug and @HuckAndCo.
Peter Bingeman, Visit Victoria’s CEO, added: “Instead of putting their pets in an expensive pet hotel or arranging care, we know that the 65% of Victorians that do own a pet would love to travel in Victoria with their extended family.
“Not only does pet friendly travel and accommodation make intrastate experiences more accessible, it’s also a great way to build awareness of the incredibly diverse offerings across the state.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
Linkedin
I’m glad they’re putting it out there so I know where NOT to go.
User ID not verified.
Did you optimise it for dog vision or for awards?
User ID not verified.
I like this.
I mean it’s clearly designed to be a ‘first’ for awards, but at least they’ve done something that is actually designed to get people acting, rather than just a shitty ‘prototype that will never exist’ or ‘random print ad with no purpose’.
User ID not verified.
This is beyond awards. This is a global trend that we see everywhere. It is one of the most common things we hear in research. A typical comment is that ‘Pets are family – you don’t leave your family behind when you travel do you’?
But equally the tell me so I can avoid them is also a reaction we hear. So I think giving people the info on where to go and doing it in a fun way is absolutely grounded in a customer perspective – and if that wins awards surely that is good (if not slightly unusual)
User ID not verified.
This work has a refreshing honesty to it; I mean, why bother with all the hassle of making a campaign these days, when one can just skip straight to making the awards video? It’s unfortunate because it’s actually a really good insight. It just seems incredibly cynical in the way it’s packaged.
User ID not verified.
I get it!
Dog Vision is stills and footage of other dogs doing what dogs do!
I think I will launch Human Vision – a bunch of stills and footage of humans doing what humans do.
User ID not verified.