so I jumped to the cinema not too long ago with Dan (hey Dan) to see Gatsby (awesome but started to dread someone saying “let’s go to New York” as eight minutes of pointless car shots would follow … amazing soundtrack though) and caught the above trailer. its a great example of a perfect collaboration that produces relevant content, yet doesn’t fall into the trap of failure to amplify.

Australia’s tourism communications are consistently some of best the country produces. they have to be. in 2010/11 tourism represented 2.5% ($35bn) to the national economy (source), and getting a share of that is a serious business. the domestic competition is feisty enough, add to that cost-efficient South East Asian holiday options on our doorstep, and you get a situation where you need to stand out from the crowd.

that was the challenge to Sapient Nitro, the agency from whence previously emerged the ‘best job in the world’ idea back in 2009.

“The challenge to 20 of Australia’s most exciting filmmakers was to create quality content and authentic human stories that engage and create desire, and redefine what it means to be in ‘paradise’.”

Ralph Barnett, creative director SapientNitro

as collaborators go, GoPro are a perfect choice for the tech and attitude to showcase the region – they’re no strangers to content themselves, their website is a masterclass in how to use and integrate YouTube into a brand’s own site.

but the real smarts is in the amplification … playing a trailer for the project in cinemas may seem obvious in retrospect but never-the-less represents a smart marriage of audience targeting and the cinema environment and format; and with pop up screenings planned for the eastern seaboard, there’s plenty of amplification yet to come.

awesome stuff. you can view all the videos here:

featured image credit David Gulliver via Mumbrella