Want a million dollars? Then find the million dollar fish.
The campaign by media company Foundation offers entrants the chance to win a million dollars by finding a specially tagged barramundi, released somewhere in the rivers of the Northern Territory.
Along with the "big barra", 75 other barramundi will be released with $10,000 tags. The promotion starts 18 July with the fishing season kicking off in October 2015.
Foundation head of client services Liz Wigmore said: "While the idea is big, the media budget is small. But, working hand in hand with PR, we’ve been able to develop an integrated and targeted campaign that includes live TV elements, radio to showcase the catchy jingle, and plenty of digital media.
"We know this will excite and motivate ‘Fishos’ to book those trips to the NT, for when the competition season opens in October”.
The PR agencies is Kite Communications. Foundation were pointed to the Tourism NT creative panel of agencies in February following a tender.
Tourism NT executive director marketing and communications Adam Coward said: "This promotion is an important part of our strategy to get people to Stay and Play in the Northern Territory.
"As part of our Creative Panel of agencies, Foundation were ideal to take on this one and have added a lot of value to the original brief. I've been impressed with how specific targeting and integration of media with PR, has helped amplify the idea rather than having to spend big on the media budget to make it work”.
