A few weeks ago (I’ve been away so apologies i couldn’t do an early post) a press release came across my desk. It was in relation to a very effective marketing campaign undertaken by a boating classifieds website.
Australian online marine media company yachtandboat.com.au (Yacht and Boat) has launched a quirky marketing campaign designed to drive boating enthusiasts to its website as a cure for ‘Land Sickness’.
Comprising a series of TVCs, emailable clips, print ads and social media initiatives – all anchored by an interactive campaign website, landsickness.com.au – the Land Sickness campaign takes a satirical look at the struggle of those who’d rather be boating than putting up with the daily grind.
Yacht and Boat director Ben Gaze said the idea arose after a chance meeting with advertising industry doyen Rob Belgiovane.
The concept behind the marketing campaign is quite clever. They then engage browsers through social networks and attempt to capture subscribers through an opt-in for alerts.
Perhaps the Real Estate Institutes could launch a similar campaign warning of the dodgy practices of Solicitors or Private Sellers.