Tourism Western Australia launches follow-on campaign to the Extraordinary Taxi Ride
Tourism Western Australia has announced details of the follow-on campaign to this year’s epic Extraordinary Taxi Ride. Launching four months after the completion of the 9 week, 13,500km taxi journey, the next phase of the campaign tells the stories, leveraging the images and films from the journey.
Watch the cinema ads:
At every stage in the Extraordinary Taxi Ride, video cameras, stills photographers, blogs and diaries captured the reactions of the passengers in WA’s unique destinations and experiences.
The collateral gathered has shaped the follow-on campaign and a new suite of advertisements that will be appearing in press, online, magazine, QANTAS in-flight and cinema from mid October.
Launching first today (October 14) are a collection of 60″ cinemafilms, shot in a rich documentary style, using narration from thepassengers from various legs within the Extraordinary Taxi Ride tobring the experience to life.
“The Extraordinary Taxi Ride exceeded our expectations and served theState incredibly well, but in addition has now provided us with a vastamount of engaging footage for ongoing media leveraging,” said TourismWA CEO, Stephanie Buckland. “We’re incredibly excited about thepotential that the content captured from the Extraordinary Taxi Ridehas to further cement WA as the ‘extraordinary’ State.”
Credits
Agency: Host
Production: Revolver
PR: One Green Bean
Digital: Host
Media: Mitchells Perth
5 Comments
The TV is forgettable. Is it meant to be aimed at an international audience – why the Aussie accents?
The print on the other hand is absolutely shocking. Who Art Directed this? The crimes against typography in the body copy are offensive in the extreme. It looks like it has been set by the same guys that set those voucher books you get in racks at motel receptions.
If you are going to do these long copy ‘scrapbook-ish’ layouts you have to have extreme attention to detail and crafting (pick up a copy of the Art Directors Book to see a bunch of examples of this done impeccably).
Photography: C-
Typography: F
Writing: C-
Seriously, what possible justification could they come up with for having to go East for this? This has to really hurt if you are MF – obvious to everyone now that any issues that there were with the account are the client’s not the agency’s.
Surely the account must come home after this pathetic adventure East. Mind you I imagine the real creative will be being done at TWA headquarters as they get to work on the figures that show what as great success this whole mess has been. They will be desperately trying to get the minister to drink their Koolaid.
3.25 I agree with everything you’ve said especially the typography.You could drive a taxi through some of the gaps in those columns .As for the copy,shame it wasnt half as well written as your coment!
3:25 Oooo diddums… the big boys over East took away a client.
Looks pretty good to me, even made me want to venture over there. At least until now, having found out how bitter the locals are haha.
8:27 Possibly check your ‘coment’ for grammatical and spelling errors before spouting off about body copy.
@5:38 Ahh, I see you have mastered the school boy debating technique of ignoring the argument and going after the delivery. I don’t think you will find that there are any comments in the post about the grammar in the body copy – in fact it is impossible to read the body copy – and even if there were, I don’t believe that the grammar (or lack thereof) in someone’s post negates any of their arguments.
Here is some suggested reading on arguing logically: http://tinyurl.com/25znxyo
(Sorry but it does have some big words and not a lot of pictures.
Too right I’m pissed off that our tax dollars went over East to make this crap – we make perfectly good crap here everyday…
BTW – Where’s the Yellow NY Taxi in all of this?