Ugly Xmas Rashie
Spreading Christmas cheer in The City
Brisbane Economic Development Agency
Retail
Holy nights! We created 12 holidays in a box for the festive season
Vacations, play-cations, bae-cations, can’t-face-today-cations, delay-cations (workaholics can relate) – so many ‘cations’, especially over the Chrissy period.
Brisbane Economic Development Agency (formerly Brisbane Marketing) tasked us with encouraging locals to shop, dine, wine and poolside-recline in The City.
We concepted, curated and coordinated 12 swoon-worthy staycations that ticked all these boxes for the public to win via a thumb-stopping social media competition, otherwise known as the 12 Stays of Christmas.
Results
38
participating partners contributing a $12,000 prize pool
7,283
competition entries in three weeks
4,500+
increase in social media followers
134K
total organic content reach
155K+
total impressions
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Outreaching far and wide to discover The City’s most well-known, or little-known, retailers to curate 12 unique staycations. The Result? Packages for all personalities, from art aficionados to foodies, fitness fanatics to shopaholics.
Delivery of must-have prizes and must-read content meant our social media worked smarter, not harder. In fact, outside of one advertising campaign, 12 Stays of Christmas rode the coattails of organic social media.
In-house development and design of 12 Stays of Christmas campaign branding, including thumb-stopping assets and eye-catching signage.
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