Brisbane City Spring/Summer 2015

“As much as digital is king, there will always be relevance in holding a beautiful printed piece…of course we would use Avant Card again…this was a great piece for awareness and did fly off the shelf.” Katie Gemzik, Marketing Executive, Brisbane Marketing (CBD Retail at the time of the campaign)

Brisbane offers a discovery in every direction, and bnecity.com.au (visitbrisbane.com.au) is the place to plan your adventure. With the latest info on things to do, what’s on, destinations and accommodation, as well as a page of essential visitor information, it’s your one-stop shop to exploring The City.

In September 2015, Brisbane City launched their eye-popping Spring/Summer Instagram competition with a series of three Avant Card postcards.

We knew using the Avant Card medium would really be a simple way to bring this campaign to life. The creative just popped on that postcard – I’m always impressed with the options of stock and finishes. Plus, just the perfect distribution to target the audience.”

COMPETITION

To celebrate the beginning of beautiful spring, we are giving you the chance to win a $1000 Brisbane City experience. To enter, choose your favourite of the three mashup combinations and regram with #brisbanecity by 16 October to win.

This competition, alongside the creative, was thought up by a boutique creative agency Laundry. The idea behind the promotion was to portray The City as the best destination for fashion, food and fun. Hence the creative mashups – from cocktails to clutches, sunglasses to sorbet etc. It was all very fun and colourful and hyper-real – showing that up here in Brisbane, we are all about being bright and colourful in spring/summer.”

10,000 x 3 different postcards in the same series were released in two different print runs on 2 and 16 September 2015 in Brisbane at café and bars, arts & culture venues and universities in Avant Card’s national distribution network targeting all markets (except Family).

During the campaign, the website bnecity.com.au (visitbrisbane.com.au) received 2402 unique visits and 670 competition entries (there was a combined entry mechanic of Instagram and the website). The Facebook page achieved a combined 60,946 reach, and the integrated marketing campaign resulted in 735 likes on their Instagram posts, and 120 regrams (from accounts set to ‘public’) of the mashup images.

“It is assumed that this figure would have been exponentially higher if we were able to see the overarching figure.”

“The number of submissions via Instagram was lower than expected. Our ROI is better measured via the website as we have actual database acquisition via the entry platform. Instagram is a great medium in terms of promoting activity to user networks – however for the purpose of this campaign, as it was so stylised, this may not have been the best medium. Instagram is very much a platform for user-generated content and not highly stylised advertising material.”

“Of course we would use Avant Card again, it is always good to see which platforms are best integrated for future campaigns. This was a great piece for awareness and did fly off the shelf.”

“As much as digital is king, there will always be relevance in holding a beautiful printed piece. I really am a geek when it comes to stock, finishes and die-cuts, and I am continually surprised at Avant Card’s innovative products.”