WA Sweet Smell Of Success For Postcard Campaign

Published on : Friday, April 22, 2016

Postcard_awardTourism WA has been shortlisted for Australia’s Postcard of the Year Award after winning a monthly national prize for a promotion that features a pop-out car air freshener.


Part of the South West Fire Recovery campaign, the Southern Forests postcard was developed by Tourism WA with Cummins&Partners, OMD WA and Australia’s South West.


Featuring an image of Northcliffe and the slogan ‘Take a refreshing drive through the Southern Forests region’, around 7,000 postcards were distributed to cafes and cinemas in Perth.


The die-cut scented card was named national Postcard of the Month by campaign distributor Avant Card, which coordinates Australia’s Postcard Awards.


Each monthly winner, judged by some of the nation’s top advertising creators, is also in the running for the 2015-16 Postcard of the Year Award.


One of the judges, Dave Gregory from Helsinki Agency, said he was impressed by the combination of attractive photography and the ‘gimmick’ of the pop-out air freshener.


“It was really cleverly done and has a genuine link to the location and the ‘refreshing drive’,” he said.


“As a brand piece, it’s great and allows the forest region imagery to speak for itself while pulling people in with the quirk and fun of the air freshener element – ‘smell-vertising’!”




Source:- Western Australia Tourism

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