Massage en Masse
September 14, 2010 by
The
Challenge
Nestled in the Victorian countryside, Daylesford boasts the largest concentration of naturally occurring mineral springs in the southern hemisphere and the highest number of therapists per capita. Our challenge was to generate awareness of Daylesford’s unique heritage and position it as the spa and well-being capital of Australia by galvanising the local community and generating national engagement.
The
Strategy
Daylesford’s key drawcard is the holistic experience the town offers, that is, a culmination of its majestic natural surrounds and its community of well-being practitioners, dedicated to luxurious wellness! Thus our strategic approach was simple authenticity: in order for Daylesford to truly be seen as the ‘spa and well-being’ capital of Australia, we needed to find a way to capture the unique Daylesford experience and amplify it out nationally. Thus we set about creating an experience that would inspire the community to inspire the nation!
The
Experience
Set in the lush and tranquil surrounds of Lavendar Farm, Massage en Masse came to life with no less than 263 simultaneous massages, setting a new world record! With the local community galvanising through the world record attempt, we not only broke, but smashed the previous record set at 167 simultaneous massages.
Everyone at PLAY did a really great job of pulling this together and the result was a triumph.
Don Richter. Tourism Victoria.
The
Results
267 Simultaneous massages
534 In-depth community engagements
11,590,882 National media readership
A new Guinness World Record!
Nourish To Flourish
August 12, 2010 by
The
Challenge
Following the February bushfires in 2009, a month long initiative was set-up across Sydney in order to support the small regional businesses in the Yarra Valley that had been affected by the fires.
The
Strategy
Three high-profile events were created in order to generate media coverage to spread the message that small regional businesses were still ‘open for business’.
The
Experience
Key media representatives were invited to each evening where seven of Sydney’s top restaurants exclusively profiled wine and produce from the Yarra Valley and High Country region.
The
Results
36,174 Engagements
3,440 bottles of Victorian wines sold
$2,400,000 In media exposure
Melbourne In Winter
August 12, 2010 by
The
Challenge
In order to increase visitation to Melbourne, PLAY’s brief was to create a highly ‘sticky’ brand experience, targeting a female skewed Sydney audience and generate $1m worth of media exposure.
The
Strategy
Qualitative research findings identified a man recession in Sydney. To solve the man recession, we gave Single Sydney women the opportunity to fly down to Melbourne and bask in the delights of Australia’s romance capital.
The
Experience
Through our official matchmaker and blogger, we paired 10 single Sydney girls with 10 creative Melbourne men and sent each couple on dates around Melbourne. The experiences were then amplified across online, press, radio and TV.
The
Results
10 Creative dates
18,00 Views on YouTube
20,000 Hits of melbourne-match.com
$1,500,000 In media exposure
Kings Vault
August 12, 2010 by
The
Challenge
How do you get industry opinion leaders excited about wine and produce from the King Valley? Tourism Victoria asked PLAY to come up with some answers.
The
Strategy
Enter King’s Vault, a unique bar that literally popped up in Sydney for 7 days/nights. With the location remaining secret until the launch date, social media played a pivotal role in building intrigue and word of mouth.
The
Experience
Each night was prefaced by a Sommelier session that showcased all the best that the KV has to offer, before our DJ got The Vault swinging. Winemakers and chefs combined to add flavour to the night where Prosecco flowed like water!
The
Results
10,000 Online engagements
100% Engaged audience of key industry decision makers
922 Engagements
Twitter following