{"id":11984,"date":"2019-08-28T15:04:00","date_gmt":"2019-08-28T14:04:00","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11984"},"modified":"2020-08-28T16:30:51","modified_gmt":"2020-08-28T15:30:51","slug":"ray-mears","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/south-australian-tourism-commission\/ray-mears","title":{"rendered":"Australia after the bushfires"},"content":{"rendered":"<div class=\"lazyblock-video-1D8s45 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/396951729?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-RLmmh wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p>Australia after the bushfires<\/p>        \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          We were tasked with delivering Australia\u2019s first tourism recovery campaign after this year\u2019s bushfire crisis.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Record-breaking temperatures and months of severe drought fuelled a series of massive bushfires across Australia from late 2019 to March 2020. An estimated 1.2bn animals perished and thousands of homes have been destroyed.<br \/><br \/>But as the fires were slowly put out, Australia faced a whole new issue \u2013 a decline in tourism with increasing numbers of holiday-makers cancelling the trips they had planned. This was in part due to the dissemination of photoshopped images on social media showing the entire country going up flames.<br \/><br \/>Last year tourism contributed more than $47 billion to the Australian economy but this \u2018fake news\u2019 was repelling holiday-makers at a time when the economy needed them most.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-Z2tRLc3 wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Kangaroo-Island-Aerial.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-bold-1soMDx wp-block-lazyblock-text-full-width-bold\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n\n    <h4>One particular area that was hit hardest by the fire was the pristine Kangaroo Island in South Australia. Australia\u2019s third largest island, home to koalas, kangaroos and some of the most idyllic beaches Australia has to offer.<\/h4>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-side-by-side-text-inline-image-button-Z2noF78 wp-block-lazyblock-two-column-side-by-side-text-inline-image-button\"><section class=\"fullwidth fullwidth--overflow\" data-aos=\"fade-up\">\n  <div class=\"container container--spaced-lg\">\n\n    <div class=\"row\">\n            <div class=\"col-md-6\">\n\n        <div class=\"text-image-item\">\n        \n                    \n          <div class=\"content\">\n                        \n                        <div class=\"p\">\n              <p>Our in-house broadcast team, Good Broadcast were tasked by the South Australia Tourism Commission to create a \u2018bushfire recovery campaign\u2019 to dispel these myths and show the UK holidaymakers that Australia is very much open for business as well as to drive donations for Kangaroo Island Wildlife Park.<\/p>            <\/div>\n                        \n                      <\/div>\n\n        <\/div>        \n      <\/div>\n            <div class=\"col-md-6\">\n\n        <div class=\"text-image-item\">\n        \n                    \n          <div class=\"content\">\n                        \n                        <div class=\"p\">\n              <p>We developed a broadcast first strategy to \u2018show rather than tell\u2019, providing UK viewers with a direct line to an expert bushcraft spokesperson, emotive interviews with local business owners and myth dispelling footage of stunning beaches.<\/p>            <\/div>\n                        \n                      <\/div>\n\n        <\/div>        \n      <\/div>\n      \n    <\/div>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-2wldUF wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          To set the record straight, we brought on board the UK\u2019s best-known bushcraft and wildlife expert Ray Mears.                  <\/blockquote>\r\n                \r\n  \t\t\t  \t\t\t<div class=\"img-inline img-offset-left-md\">\r\n          <picture class=\"embed-responsive-item\">\r\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Rescued-baby-koala-1.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Rescued-baby-koala-1.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n          <\/picture>\r\n        <\/div>\r\n              <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Ray is not only an expert voice on bushfires and plant regeneration, but also has an established and authentic connection with the UK audience.<\/p>\n<p>Ray spear-headed the campaign on behalf of the South Australian Tourism Commission with a remit to tell people in the UK that Australia is \u2018open for business\u2019 and one of the key ways that people can support is to come and visit. Viewers who wanted to show support in other ways were encouraged to make donations to the Kangaroo Island Wildlife Park.<br \/><br \/>To ensure the story landed emotionally with UK viewers, we interviewed local tour operators and hoteliers whose livelihoods have been directly impacted by the decline in tourism. These locals had seen their homes burned to the ground and had dropped everything to help save others and animals whilst they themselves were facing crisis.<\/p>\n<p>To help change perceptions of South Australia as a scorched wasteland, we chose one of the many pristine beaches that Kangaroo Island has to offer as backdrop for filming. From there we conducted a series of live broadcast interviews with the likes of BBC Breakfast, BBC Radio 5 Live, Sky News and Channel 5 News and also captured exclusive B-Roll footage of the makeshift wildlife hospital for the Press Association.<br \/><br \/>The result? More than a hundred pieces of global coverage (reaching more than 200 million people), an increase in donations to the Kangaroo Island Wildlife Park of over \u00a3200K and, perhaps most importantly an increase in people booking their holidays again to Australia.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":11,"template":"","class_list":["post-11984","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["10113"],"client_id":"11988","hero_video":"","hero_image":{"ID":11985,"id":11985,"title":"Ray Mears rescued koala","filename":"Ray-Mears-rescued-koala-1.jpg","filesize":113032,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/south-australian-tourism-commission\/ray-mears\/attachment\/ray-mears-rescued-koala","alt":"","author":"11","description":"","caption":"","name":"ray-mears-rescued-koala","status":"inherit","uploaded_to":11984,"date":"2020-08-28 13:55:46","modified":"2020-08-28 13:55:46","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"meta-title":"","meta-description":"","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Ray-Mears-rescued-koala-1.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":false},{"relateditem":false},{"relateditem":{"ID":11342,"post_author":"3","post_date":"2016-06-08 16:24:22","post_date_gmt":"2016-06-08 15:24:22","post_content":"<!-- wp:lazyblock\/two-column-text-image-top-aligned {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22athur%202%20(1)%22,%22caption%22:%22%22,%22id%22:11345,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11345%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/athur-2-1.jpg%22%7D\",\"text\":\"\\u003cp\\u003eTo re-engage the Nationwide Building Society workforce and drive efficiency and innovation from within, we helped create a dynamic and exciting employee engagement campaign, the \u2018Arthur Webb Challenge Cup\u2019, to generate rewards for customers and employees alike.\\u003cbr \/\\u003e\\u003cbr \/\\u003eEmployee insight told us that the campaign had to be both inspirational and relatable to Nationwide employees in order for it to encourage their commitment and action. Scouring Nationwide\u2019s archives, we discovered Arthur Webb, a pioneering thinker who led the business during two World Wars and set the blueprint for the Society as it is today.\\u003cbr \/\\u003e\\u003cbr \/\\u003eArthur started a tradition of presenting the \u2018Arthur Webb Shield\u2019 to a Nationwide branch or office \u2018that made the most outstanding contribution to the Society\u2019s prestige and progress\u2019.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe strategy was to build belief and commitment in the efficiency initiative with an engagement campaign that tapped into Nationwide\u2019s proud values and embodied Arthur\u2019s innovative, pioneering spirit.\u00a0\\u003c\/p\\u003e\",\"blockId\":\"ZEGmlm\",\"blockUniqueClass\":\"lazyblock-two-column-text-image-top-aligned-ZEGmlm\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22WINNER%20SEAL%20-%20Nationwide%20Building%20Society%20-%20Good%20Relations%22,%22caption%22:%22%22,%22id%22:11344,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11344%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/WINNER-SEAL-Nationwide-Building-Society-Good-Relations.jpg%22%7D\",\"blockId\":\"Z20ttlF\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z20ttlF\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eAt the heart of the campaign is the \u2018I Am Arthur\u2019 film, narrated by Nationwide\u2019s CEO, Joe Garner, featuring a combination of colleagues promoting their practical, innovative and outlandish efficiency ideas.\\u003c\/h4\\u003e\",\"blockId\":\"Z1snh2y\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1snh2y\"} \/-->\n\n<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button {\"items\":\"%5B%7B%22text%22:%22%3Cp%3EThis%20was%20supported%20by%20a%20multi-channel%20campaign%20that%20employed:%20a%20creative%20%E2%80%98takeover%E2%80%99%20of%20the%20employee%20intranet;%20news%20updates;%20leadership%20briefings;%20Nationwide%E2%80%99s%20employee%20social%20media%20channel;%20posters;%20infographics;%20creative%20props;%20briefing%20toolkits;%20induction%20packs;%20a%20%E2%80%98Dragon%E2%80%99s%20Den%20style%E2%80%99%20judging%20process;%20and%20a%20robust%20measurement%20plan.%3C\/p%3E%22%7D,%7B%22text%22:%22%3Cp%3EIn%20six%20months,%20the%20creative%20campaign%20has%20inspired%20over%20%C2%A32m%20of%20savings%20and%20unprecedented%20levels%20of%20engagement%20from%20people%20and%20teams%20across%20the%20organisation,%20with%20many%20more%20millions%20expected%20over%20time.%20What%E2%80%99s%20more,%20it%20has%20inspired%20over%20100%20innovative%20efficiency%20projects%20and%20ideas%20that%20will%20benefit%20the%20Society%20for%20many%20years%20into%20the%20future.%C2%A0%C2%A0%3C\/p%3E%22%7D%5D\",\"blockId\":\"2k5PAW\",\"blockUniqueClass\":\"lazyblock-two-column-side-by-side-text-inline-image-button-2k5PAW\"} \/-->","post_title":"Arthur Web Challenge Cup","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"arthur-web-challenge-cup","to_ping":"","pinged":"","post_modified":"2020-08-24 15:01:01","post_modified_gmt":"2020-08-24 14:01:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11342","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":[],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/11984","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/11"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=11984"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}