Wotif views holidays through the eyes of children in new campaign

Wotif is exploring holiday experiences through the eyes of children in the second-phase of its content-led campaign.

Wotif social experiment

The latest campaign created by Sydney PR and social agency, Poem, features three young children who were given cameras to film their family holidays.

Holiday filming tips and kid-friendly advice were also created as part of the brand content.

Amanda Behre, brand and marketing director at Wotif said the latest phase aimed to show how kids live in the moment and appreciate the little things.

“It is also a reminder in the lead up to the Christmas period that it’s not just about receiving gifts, even for kids, with creating family memories incredibly important,” Behre said.

Matt Holmes, co-founder and director of Poem, said the latest phase of the campaign aimed to play on emotion in the lead up to Christmas and the summer travel period.

“The raw footage captured by the kids was more beautiful than we could have hoped for, so seeing the parent’s reactions was priceless.

“I’m confident that the result will strike a chord with our intended audience and we’re going to be agile in monitoring what components resonate the most throughout the campaign period and alter support accordingly,” Holmes said.

The second phase of the campaign will be supported by PR and social and will be shown at Moonlight cinema screenings this summer as part of Wotif’s sponsorship.

It follows on from the campaign launch in September.

The videos will also appear on Wotif’s content hub


Campaign creative, social strategy, Facebook media, PR

  • Poem

Video production

  • Versus media


  • Director, Brand and Marketing: Amanda Behre
  • Senior Brand Marketing Manager: Darren Potter
  • Social Media Manager: Nicole Redfern
  • Head of PR: Megan Smith
  • PR Manager: Sarah King

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