Four women, one van and a 12-day trip along The South West Edge in Western Australia.
Creative agency 303 MullenLowe Perth and full service media agency Mediahub produced a content-led tourism campaign called 'Queens On The Edge'.
The campaign features four women, one van and a 12-day road trip along The South West Edge in Western Australia.
'Queens On The Edge' aims to attract east coast holiday seekers, the campaign follows four fun-loving women as they travel from Perth to Esperance, showcasing the characters they meet en route against a backdrop of Australian landscapes.
The Queens' adventures are being tracked through a partnership with Melbourne’s Nova 100 and SmoothFM, with WA’s own Joel Creasey regularly checking in throughout their trip, and then offering Victorians the chance to travel the Edge themselves via a bespoke ‘Never Have I Ever’ competition, which includes social and digital integration and amplification.
303 MullenLowe’s planning director, Smiljka Dimitrijevic said: “On paper, The South West Edge may not seem dissimilar to other roadtrips 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’s 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.”
Credits
Clients
Australia’s South West - Catrin Allsop, Malcolm Farrell-Mitchell, Annabel Owen and Janice Platt
Destination Perth - Jade Brown, Tracey Cinavas-Prosser
Australia’s Golden Outback- Marcus Falconer, Kelly Leonard
303 Mullenlowe and Mediahub
Joint Managing Director- René Migliore
Executive Creative Director- Richard Berney
Planning Director- Smiljka Dimitrijevic
Art Director- Stephen Hansen
Copywriters- Zosia Kilpatrick, Maya Halilovic and Chris Swift
Designers- Andrew Allingham & Madeleine De Pierres
Producer- Jonathan Julius
Business Director- Imogen Prevost
Media Director– Kylie Macey
Media Account Manager- Meg Handley
Media Coordinator- Ben Miller
Production
Director and Editor - Dominic Pearce
Co-Director & Stills Photographer - Sam Harris
EP – Grady Habib
Producer - Emilia Jolakoska
DOP - Dave Le May
1st AC - Ben Berkhout
Sound Recordist - Ben O’Hayon
Stylist - Sandy Mitchell
Production Coord - Priscilla Anne Jacob
Vehicle & Driver - Mark Niutta of Kool Kombis
Colourist – Jaemie Manners
Sound Producer – Holly Miller
Sound Design – Lachlan Cooper and Brad Habib
Music Composition – Panda Candy
Music Company : Panda Candy
Composers : Sarangapany / Berney
Lead Cast
Bernardine Aslett
Roz Benson
Sandy Mitchell
Lisa White
With thanks / Featuring
Margaret River Tourism Association - Amanda Peterkin
Wadandi Custodians - The Webb Family (Isaac Webb for the Welcome to Country)
Swings & Roundabouts, Yallingup
Smiths Beach Resort, Yallingup
Margaret River Discovery - Sean Blocksidge
Margaret River Bakery - David Astbury
The Department of Parks and Wildlife
RAC Karri Valley Resort
Liberté, Albany - Hester van der Straaten
Australian Truffle Traders - Melinda and Gavin Booth
Limeburners - Lauren Hercus (talent)
The Museum of the Great Southern - The Brig Amity Ship
The National Hotel in Fremantle
Madeline Mitchell
The City of Albany
The Shire of Augusta-Margaret River
The City of Busselton
