THE BIG MELON
The travel landscape had changed drastically over the 18 years Wotif has been knocking about. With the rise of an increasingly competitive market, we wanted to remind Aussies that we're their original online travel mate.
We ran a nationwide competition to find the Next Big Thing. Would it be the Big Bin Chicken in Binnaburra? Or the Big Budgie in Smugglers Cove?
We then revealed the winner of Australia's vote - The Big Melon in Chinchilla.
Working with some of Australia's finest Big Thing craftsmen, a 6-metre Melon assumed its position on the main road of Chinchilla, a town of about 6,000 melon-loving folks in rural Queensland.
The earned media campaign reached over 200 million people through more than 2,000 media articles spanning major national and international outlets. Most importantly, we gave a small community a tourist attraction, bringing visitors to their town in years to come.
Awards: Shorty Awards Finalist, Travel & Tourism 2019.