We're a creative advertising agency based in Melbourne, Sydney, Brisbane and the Gold Coast. We are SMART.

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The Great Escape

Let’s go to WAHI…But first, let me take a selfie

Wednesday, 14 May 2014

You may have noticed an increase in the number of people wearing ugg boots in public, layering scarfs upon coats upon jumpers and desperately clinging to steaming hot cups of coffee.

It can only mean one thing. Winter is coming.

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To shelter their Facebook fans from winter’s icy wrath, Whitsunday Apartments Hamilton Island offered participants the chance to win five nights’ accommodation plus flights to a place that is famous for gorgeous weather, all year round.

SMART created a campaign that was inspired by two universally popular things: tropical island paradises, and selfies.

To enter, participants simply had to ‘like’ the WAHI page, snap a selfie and explain why they needed a WAHI winter escape. The winner was determined by vote, the most popular entry being awarded the prize.

The creative look and feel of the campaign drew upon the stunning natural colours of Hamilton Island’s landscape, with azure blue and green and sun-drenched sandy whites matched with playful nautical inspired graphics reflecting Hamilton Island’s tropical marine feel.

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Throughout the six weeks of the competition, each week we used a new key message to promote the competition and deliver engaging content that tied into the theme of a winter escape to paradise. We cheekily asked fans to “show us your mits!” and “make winter your beach”, and teased our audience by posting stunning images of WAHI. Wish you were here?

We are proud to report The Great Escape garnered over 233,566 impressions and increased WAHI’s Facebook audience by 35%.

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Thank you and congratulations to everyone who entered, and we hope the winner has an incredible trip!

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