The Spring 2014 destination marketing campaign for the Geographe Bay region was a bid to increase visitation over the next year by enticing Perth people to escape city life and ‘recharge’ with a holiday in Busselton, Dunsborough, Yallingup and the Margaret River Wine Region. The ‘Recharge Rescue Perth’ competition targets Perth CBD workers who need a break from the stress and routine of the city. Geographe Bay will literally remove them from their routine by surprising the winner at their place of work before driving them in a stretch limousine from Perth to Busselton with 3 friends for a weekend adventure.
Reach Media provided Geographe Bay with an innovative platform to reach the CBD workers in Perth. The incorporation of coffee cup advertising for this campaign was aimed to provide a powerful call to action driver to coincide with Geographe Bay’s advertising initiatives already within the CBD. Geographe Bay opted to include tear-off portions for the cups which was used successfully to reveal the entry details for the competition.
You can read more about this innovative tourism campaign via the following link.