Wotif creates content-led campaign in first work from Sydney PR agency, Poem
Sydney PR and social agency Poem has produced its first work for Wotif with a content-led brand campaign that will explore how adults and children differ in their approach to planning a holiday.
A series of videos will be produced by content creators, Versus, the first of which shows kids talking about what they think about going on holiday, what they pack and where they like to go.
The videos will sit on a new content hub, Wotif.com/wotifinsider, and will also be pushed on Facebook and through other PR and social channels.
The brand stressed the work did not mean it had parted company with creative agency M&C Saatchi.
“M&C Saatchi remain working with Wotif’s brand team. This content-led campaign is PR-first and though we predominantly own all work in-house we sometimes look for agency support on a project by project basis,” a spokeswoman said.
The campaign will explore the different approach adults and kids adopt to holiday planning. Wotif said content hosted on its hub will aim to “take the stress out of planning a holiday”.
Wotif director of brand and marketing, Amanda Behre, said the nature of the campaign will give the brand an insight into the effectiveness of branded content and how it “can drive brand awareness and engagement”.
Behre: The campaign will give the brand an insight into the effectiveness of branded content and how it “can drive brand awareness and engagement”
“We wanted to create a campaign with relatable content that may provide an alternative to relying on just paid media,” she said.
Poem co-founder and director, Matt Holmes, added: “The opportunity to develop an earned media led brand campaign has been a great opportunity to involve the full breadth of the agency’s services and our non-traditional PR agency expertise.”
Have we lost the plot? A PR realease because a new company has a job? And havd still not managed to edit an old idea?
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