Icon PR has taken out the 2014 AMI Award in the Digital Marketing category for its ‘Monday’s the new Sunday’ Tourism Victoria and Great Ocean Road campaign. It also placed as a Finalist for its Southern Grampians brand refresh project.
Great Ocean Road Regional Marketing engaged Icon to develop and implement a tactical marketing and public relations campaign to drive visitation to the Great Ocean Road region over winter and spring 2013.
Managing Director of icon.pr, Joanne Painter said Icon developed a highly innovative strategy combining traditional, social media and digital channels to encourage Victorians to discover or rediscover some of the most beautiful coastline in the world.
“Dubbed ‘Monday’s the new Sunday’, the campaign signalled a new direction for marketing the region and was activated by Victoria’s largest ever ‘Instameet’, which reached an audience in excess of 600,000 in just three days,” said Ms Painter.
‘Monday’s the new Sunday’ was the first fully integrated communications campaign for the region and achieved widespread success across traditional and digital media channels.
Icon managed the entire process from ideation to implementation, showcasing its ability to seamlessly blend PR and digital communications.
“The campaign was the region’s first tactical campaign with operator buy-in across the entire Great Ocean Road and was extremely well received by tourism operators and positioned Great Ocean Road Regional Marketing as an innovative and forward-thinking tourism body,” added Ms Painter.
‘The Monday’s the new Sunday’ campaign dramatically increased the awareness for the region, generating an estimated advertising value of more than $750,000.
Icon was also pleased to be placed as a Finalist for its work on the Southern Grampians brand refresh project.
More than just creating a new logo, the campaign aimed to create a new identity and narrative for the region – one that would underpin efforts by Council, residents and business to stimulate jobs, attract investment and tourism and drive population growth.
Drawing on various communications tactics and methods, Icon developed a three-stage approach to community engagement and public branding to incorporate consultation, engagement and research to develop an evidence base for the new place brand, name for the region, logo and tagline.
Brand concepts were put out for public comment and feedback, resulting in robust debate, but one clear winner “Greater Hamilton – One place. Many Possibilities”.
“Our performance at this year’s AMI Awards highlights the success of Icon’s integrated model and our team’s ability to create fresh, cut-through marketing campaigns that get people talking,” said Ms Painter.