Seven West Media’s creative studio, MINT, launch summer campaign with Destination Perth
On December 1st 2023, MINT, the in-house creative content studio for Seven West Media launched ‘40 Things to do in Perth this Summer’, a campaign sponsored by Destination Perth.
Destination Perth are a membership-based organisation, made up of a range of accommodation, tour, attraction, food and beverage providers.
MINT was briefed to create a concept encouraging WA residents to boost summer tourism by exploring new destinations in the Perth region and booking unique experiences across key locations across Perth City, Fremantle, Mandurah and Peel, Rockingham, Rottnest Island, Sunset Coast, the Swan Valley, and Perth Hills.
Leveraging the energy and excitement of Perth’s summer and sunshine, ‘40 Things to do in Perth this Summer’ was created to instil optimism and joy, with unique ideas to prompt locals to fill their calendars and kick off their group chats.
The response involves infiltrating social feeds, promoting a high-impact microsite with five verticals covering activities from aquatic and coastal, to indoor, outdoor, hospitality and staycations.
The amplification will continue until mid-January including social, EDM and a PerthNow homepage takeover.
Nahum Hendricks, Creative Director at Seven West MINT, said: “We are thrilled to be working with Destination Perth to have this content ready on the first day of summer for the people of Perth.
“The content is inspiring and practical, two great reasons for PerthNow to connect our audience with Destination Perth’s local tourism and hospitality member businesses.”
CEO of Destination Perth, Sonya Mitchell, said: “This Immersive Summer Campaign, in partnership with PerthNow, was the perfect platform for us to put our local tourism product at the forefront of the WA community this season.
“The dynamic digital setting paired with the bright and fun design, allows us to tell a story through rich visuals, showcasing some of Perth’s unique and exciting tourism products; while inspiring local West Australians to embrace summer, create new memories, and experience somewhere or something new in Perth!”
Check out the site at summer.perthnow.com.au.
Credits
Client: Destination Perth
Marketing Executive: Tamsin Furr
Creative Studio: Seven West MINT
Creative Director: Nahum Hendricks
Writer: Dani Meager
Graphic Designer: Todd Pascoe
Account Manager: Michelle Cook
Project Manager: Jacinta Houzer
Campaign Executive: Leoné Pretorius