Cummins&Partners creates an Australian first ‘Live Stream Stream’ with Tourism WA
Tourism Western Australia, Australia’s South West and Cummins&Partners have launched their latest project, the Live Stream Stream, to promote the Southern Forests Region of Western Australia.
Following the bushfires that affected the Southern Forests Region earlier this year, Cummins&Partners was tasked with developing a way to show West Australians that the area was ready to once again welcome visitors.
Executive Creative Director, Jim Ingram, said “Still images can be faked or out-of-date, so what better way to show the Southern Forests Region was alive and well then to show it live and well.”
“Tourism WA and Australia’s South West have been working together to develop and implement a recovery campaign that encourages visitation to the area,” said Tourism WA CEO, Stephanie Buckland. “We hope that this ‘live stream’ will reveal how the Southern Forests Region still has a range of great nature-based experiences and so offers a relaxing local get-away.”
Appearing as a home page takeover on watoday.com.au, the ‘Live Stream Stream’ is the first time live streaming through an advertising banner has been developed in Australia. Cummins&Partners worked closely with Fairfax, publishers of WA Today, to successfully live-stream from The Cascades in the Gloucester National Park near Pemberton, about three and a half hours south of Perth.
Various live events are planned around the stream throughout daylight hours on July 1, highlighting the region’s many attractions including hiking, fishing and mountain-biking. Updates on those events can also be followed live via Twitter and Instagram through #thisiswa
Credits
Agency : Cummins & Partners
Executive Creative Directors : Ben Couzens & Jim Ingram
Creative Director : Doogie Chapman
Creative Team : Tom Vizard & Gil Benjamin
Managing Director : Tom Ward
Planning Director : Virginia Pracht
Senior Integration Director : Ollie Ward
Integration Manager : Shane Mitropoulos
Agency Producer : Katherine Muir
Digital Producer : Jacqui Rechtman
Digital Designer : Tony Zourkas
Rapid TV
Camera Op / DP : Rick Smart
Satellite Operator : Nick Manolios
2 Comments
Firstly, I think a great idea and well executed. Still remarkable that Tourism WA would send this work over east. Surely no one knows WA better than WA people – and lets be honest, this creativity not only could be done, it should be done here. Interesting that these guys haven’t got the Tourism Victoria or Tourism NSW accounts but in fact they promote Tourism SA. Something doesn’t make a lot of sense.
Do the visitors to this spot know their conversation is being carried by the live stream?