Objective:
Currently our target have little or no perception of what Adelaide has to offer as a city or a holiday destination, so our objective is to bring to life the city in a intriguing and compelling way, making it a desirous, multifaceted holiday location.
In addition, we had to differentiate Adelaide from other Australian cities and as the city has no iconic landmarks (I.e. Sydney's Harbour Bridge or Opera House) the point of difference and connection had to be more emotional than physical.
As a city, Adelaide had the emotional, spiritual and physical space that enables visitors to take the time to indulge and engage.
Usage:
Multiple audio-visual channels will be used with cinema and television as the primary channels with digital support.
Naturally this film will be supported by a comprehensive press, print, magazine, PR, social, digital and retail campaign.
Synopsis:
Essentially this is a love story.
Our protagonist is a visitor to Adelaide who on the one hand engages and enjoys very familiar experiences, but her metaphoric alter ego, the astronaut, experiences things that are foreign to her. Physical space is accentuated by movement and gravity in order to convey the sense of physical and emotional freedom.