We intially discussed the mediums we would use to promote our images although B&M are yet to confirm exactly locations and particular advertising mediums. Our thoughts included:
1. Billboards (also incorporting 3d/interactive billboards)
2. Family/kids magazines or brochures
3. E-toll environments
4. Internet/tv
5. Buildings/bus shelters
Without knowing exactly our demographics or market, we discussed the following concepts:
1. Images which could be seen on billboards focusing on the locals of the Gold Coast and selling their environments to interstate tourists. Images of a real local stating their name, age, suburb etc for example their image with the background of the Hinterland with text stating "this is my backyard, why dont you come and see it?.... Refer previous post for further
2. Projector image, large format which would be located in a busy mall environment. People walking towards a large projector where the see themselves walking into a Gold Coast environment such as a beach or bush. Emotions evoked by the feeling of really being there
3. Posters etc where the image is taken from inside a vehicle where people are looking ahead through the car and you can see other vehicles outside but the images of the rear mirror and side mirrors show gold coast environments
4. 3d interactive images where you virtually walk through the image but in a more closed environment such as a conference etc
5. In reference to cheeky billboards, you could use directional images that state 'come this way' with an image of a person close up with their arm pointing behind them towards the gold coast beach or hinterland.
6. Monochrome and colour image side by side as per previous blog 'Happiness in the backyard'.
On confirmation of demographics and marketing locations we will clarify our concepts further to match appropiately.
Cheerio for now
Thursday, May 28, 2009
Re: Creative Ads by Mel
this reminds me of that billboard for cascade beer "back to nature" (advertising carbon offset production) that has all the potplants and stuff coming out of it.
CLICK HERE TO SEE BILLBOARD
could do similar, we take a photo of an awesome landscape (because obviously all out photos are awesome) then we could tie beach balls and palm trees and more native ones for the hinterlands (maybe image of people walking along a bush walk trail and someone reaching out to touch a tree (and we place the actual tree there).
fran.
CLICK HERE TO SEE BILLBOARD
could do similar, we take a photo of an awesome landscape (because obviously all out photos are awesome) then we could tie beach balls and palm trees and more native ones for the hinterlands (maybe image of people walking along a bush walk trail and someone reaching out to touch a tree (and we place the actual tree there).
fran.
Trends / Ideas
Advertisements today are under going a lot of experimentation and changes just to gain the customers' attention and create an impression that will create a special space for the brand in the customers' psyche. We see changes in advertising photography, in the kind of images, in layout and fonts used and many more things.
Yet another trend that we see in today's ads – is interactivity. More and more companies are coming with ads that require the readers to do something in order to communicate back. This trend is visible more in the online ads than in the print media. Sometimes the ads are fun and are meant purely for entertainment of the readers. While sometimes the ads communicate a benefit which can be availed by filling up a form or completing a questionnaire.
We see changing trends in layout and size of advertisements. Both in print media as well as online media, advertisers are experimenting with sizes and layouts in order to catch the attention of the readers. Of course, the layout of both the kinds of media are different and they are defined separately from each other.
The fonts and font size are also undergoing a lot of experimentation. Advertising professionals are using different fonts to gain the attention of the audience. For instance, the online advertisements have seen a major shift from the usage of serif fonts to sans-serif fonts in the advertisements. Again the usage of fonts and the size depends on the Advertising photography and the pictures used in the ad.
Here are some links to some advertising ideas:
http://www.john-turner.co.uk/main.cfm?pageid=FolioViewCat&catID=11
http://www.sitepoint.com/article/top-trends-online-ad-design/
Melanie
Yet another trend that we see in today's ads – is interactivity. More and more companies are coming with ads that require the readers to do something in order to communicate back. This trend is visible more in the online ads than in the print media. Sometimes the ads are fun and are meant purely for entertainment of the readers. While sometimes the ads communicate a benefit which can be availed by filling up a form or completing a questionnaire.
We see changing trends in layout and size of advertisements. Both in print media as well as online media, advertisers are experimenting with sizes and layouts in order to catch the attention of the readers. Of course, the layout of both the kinds of media are different and they are defined separately from each other.
The fonts and font size are also undergoing a lot of experimentation. Advertising professionals are using different fonts to gain the attention of the audience. For instance, the online advertisements have seen a major shift from the usage of serif fonts to sans-serif fonts in the advertisements. Again the usage of fonts and the size depends on the Advertising photography and the pictures used in the ad.
Here are some links to some advertising ideas:
http://www.john-turner.co.uk/main.cfm?pageid=FolioViewCat&catID=11
http://www.sitepoint.com/article/top-trends-online-ad-design/
Melanie
Wednesday, May 27, 2009
Cheeky Billboards
NSW had a cheeky campaign promoting tourism for northern NSW in Feb and March this year. They placed a billboard at the Goldcoast airport which stated 'the only high rises you'll see. turn right for the NSW North Coast' with an image of mount warning. See the link below to view the billboard. Maybe a similar version could be placed at Brisbane airport or in Northern NSW to continue north.
Mel
http://corporate.tourism.nsw.gov.au/Sites/SiteID6/objLib65/090213_GoldCoastAirport_TNSWPartnership.pdf
Mel
http://corporate.tourism.nsw.gov.au/Sites/SiteID6/objLib65/090213_GoldCoastAirport_TNSWPartnership.pdf
Monday, May 25, 2009
Happiness In Your Own Backyard!
Ever heard the saying: "Happiness is in your own backyard?"... Well it could be said that this is true now more than ever before..Given the current uncertain financial times, there has never been a better time to explore and discover the amazing view of happiness that is right here in our very own Gold Coast! Come meet the locals, whose everday reality is right here on Queenslands Tropical Gold Coast.
In response to the Brief, I would envisage the following Image Concept for this advertising campaign.
Using one large formatted (size/format yet to be confirmed with marketing) Monochrome Image, of a Gold Coast local, who's "backyard" consists of the beautiful hinterland..This B&W image would portray the local standing in front of the hinterland, looking very relaxed and laid back in shorts and tshirt, with a caption in white text saying "Wake up to Happiness in your own Backyard, Just like me"! with another Image beside this one, as a vibrant colour Image of a beachfront backdrop being the second Local residents "backyard"...perhaps with a Mother & Daughter ready for a swim, with the slogan, "Our happiness is right here in our own backyard, why not make it yours?!" What are you waiting for Australia?! Possibly using both Images within the same frame as a contrast between the mono and colour Image.
What do you think guys?? can anyone find an Image example for this??
Posted by Michael 26/05/2009
In response to the Brief, I would envisage the following Image Concept for this advertising campaign.
Using one large formatted (size/format yet to be confirmed with marketing) Monochrome Image, of a Gold Coast local, who's "backyard" consists of the beautiful hinterland..This B&W image would portray the local standing in front of the hinterland, looking very relaxed and laid back in shorts and tshirt, with a caption in white text saying "Wake up to Happiness in your own Backyard, Just like me"! with another Image beside this one, as a vibrant colour Image of a beachfront backdrop being the second Local residents "backyard"...perhaps with a Mother & Daughter ready for a swim, with the slogan, "Our happiness is right here in our own backyard, why not make it yours?!" What are you waiting for Australia?! Possibly using both Images within the same frame as a contrast between the mono and colour Image.
What do you think guys?? can anyone find an Image example for this??
Posted by Michael 26/05/2009
Bahamas on the Coast!
Tourism on the Gold Coast is likely to be marketed in a similiar way to any 'beach destination' around the world. I had a look at the Ministry of Tourism campaigns in the Bahamas to get some ideas. As we are focusing on a national campaign which basically means exposing interstaters to the Gold Coast, perhaps we could make it more intimate and friendly so that travellers feel like they are visiting friends in a new location.
From a photographic perspective, maybe images encompassing a local (with his name and details underneath)doing something he does every day but a tourist may find different or exciting. For example, bushwalking in the Hinterland with a caption such as "come walk in my backyard..."
Although this campaign in the Bahamas is more focused on one-on-one interaction, it may have some merit. Have a read and a look at the website if you think this may be something to consider"
Buddy Up in the Bahamas: A Cultural Tour
By Bill Belleville
"People to People" is a program created by the Bahamas Ministry of Tourism intended to give visitors, in their words, "a genuine and informal view of Bahamian hospitality and culture as you might see it when visiting a friend."
The program relies on Bahamian volunteers—many of them professionals—who agree to spend time with visitors in the spirit of international goodwill. You register for the free program by contacting coordinators at least three weeks prior to your visit, and giving them a bit of information about yourself, including age, personal hobbies, occupation, and special areas of interest in the Bahamas. The coordinators then match up locals to fit those profiles.
For instance, during a recent visit to Cat Island, I met Sylvia Larramore-Crawford, a writer from Nassau who greatly appreciated Cat's own cultural nuances. We drove around and met her neighbors, had lunch and dinner at her house, and later, visited a local club where Sylvia knew everyone, musicians and customers alike. We were even invited to church with Sylvia on Sunday (unfortunately, we had to leave before then
http://away.com/tripideas/bahamas-cultural-immersion-312628.html
KylieB
From a photographic perspective, maybe images encompassing a local (with his name and details underneath)doing something he does every day but a tourist may find different or exciting. For example, bushwalking in the Hinterland with a caption such as "come walk in my backyard..."
Although this campaign in the Bahamas is more focused on one-on-one interaction, it may have some merit. Have a read and a look at the website if you think this may be something to consider"
Buddy Up in the Bahamas: A Cultural Tour
By Bill Belleville
"People to People" is a program created by the Bahamas Ministry of Tourism intended to give visitors, in their words, "a genuine and informal view of Bahamian hospitality and culture as you might see it when visiting a friend."
The program relies on Bahamian volunteers—many of them professionals—who agree to spend time with visitors in the spirit of international goodwill. You register for the free program by contacting coordinators at least three weeks prior to your visit, and giving them a bit of information about yourself, including age, personal hobbies, occupation, and special areas of interest in the Bahamas. The coordinators then match up locals to fit those profiles.
For instance, during a recent visit to Cat Island, I met Sylvia Larramore-Crawford, a writer from Nassau who greatly appreciated Cat's own cultural nuances. We drove around and met her neighbors, had lunch and dinner at her house, and later, visited a local club where Sylvia knew everyone, musicians and customers alike. We were even invited to church with Sylvia on Sunday (unfortunately, we had to leave before then
http://away.com/tripideas/bahamas-cultural-immersion-312628.html
KylieB
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