4 Queens. 1 Road trip. 0 F*#ks. That’s the billing for a content-led tourism campaign, Queens On The Edge, to promote Western Australia’s South West Edge.
The campaign, which was developed by 303 MullenLowe Perth and full-service media agency Mediahub, follows four fun-loving women - Bernie, Roz, Sandy, and Lisa - as they take a road trip on The South West Edge.
The campaign aims to attract holiday-makers from across Australia by showcasing the stunning beaches and landscapes in WA. It incorporates a three-part series supported by a social campaign and media partnerships with Nova 100 and Smooth FM.
303 MullenLowe planning director Smiljka Dimitrijevic, said “On paper, The South West Edge may not seem dissimilar to other road trips in Australia, with an abundance of ocean, nature, wineries and attractions along the way. However, on our own reconnaissance trip along The Edge we saw exactly why this slice of Australia is unlike anywhere else in the world; the region is filled with amazingly quirky characters creating off-the-wall experiences for those who cross their paths.”
303 MullenLowe executive creative director Richard Berney, said, “Everyone knows about the intoxicating landscapes of WA’s South West – but it’s the locals, and in particular the wild and wonderful matriarchs, that are truly world-class. So, we tagged along with four fabulous friends on an epic South West road trip.”
It is the first work by the agency since winning the new account last year. The South West Edge is a new committee created to promote the area to interstate travellers. The committee comprises teams from Destination Perth, Australia’s South West, and The Golden Outback.