Destination Phillip Island launches ‘Phillip Island 101’ campaign via Hardhat

Destination Phillip Island has launched the campaign, ‘Phillip Island 101’, via independent creative agency Hardhat who won the account in July last year following a competitive pitch.

The announcement:

Destination Phillip Island has launched its largest ever campaign via independent creative agency Hardhat who won the account in July last year following a competitive pitch.

With lockdowns lifted and borders open, the campaign aims to boost local and interstate tourist numbers, inviting people to stay longer and explore more of the ‘101km2 of amazing’ on offer. The ‘Phillip Island 101’ campaign is live across social and digital channels including a refreshed website; and will soon be supported with the Island’s new TVC airing initially in NSW.

Kim Storey, General Manager at Destination Phillip Island says, “We’re delighted to be able to share all the reasons why Phillip Island is so special with so many. We’re looking forward to entering this next phase of marketing Phillip Island and seeing tourism on the island thrive again.”

Hardhat Creative Director, Chris Hince adds, “When you think of Phillip Island, penguins and maybe the MotoGP spring to mind. The opportunity here was to highlight the many other amazing things the Island has to offer, conveniently packed into just 101km2. As an Island local myself, promoting this incredible place has been a real passion of mine. I hope people fall in love with it as much as I have.”

Destination Phillip Island is responsible for supporting the long-term viability and sustainability of the tourism economy of this region. Phillip Island is one of the top tourist destinations in Victoria, famous for its incredible wildlife and stunning Australian landscapes.

Hardhat was founded in 2005 by Dan Monheit and Justin Kabbani. The agency, now a team of 50, builds brands through a combination of creativity and behavioural insights. Hardhat clients include Superhero, Bega Dairy and Drinks, Victoria University, Steggles, Lilydale, Simply Energy and DocuSign.


Creative Agency – Hardhat

Destination Phillip Island

Kim Storey – General Manager

Arnika Martin – Digital Media and Marketing Coordinator

Production Company – Betty Wants In

Director – Michael Mouritz

DOP – Chas Mackinnon

Producer – Ally Curtis

Executive Producer – Drew Dunlop

Editor/Grade – Mark Smithwick

Casting – Northside Casting

Sound House – Front of House

Source: Hardhat

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