To promote the Mona Foma summer festival in Tasmania to Mainland Australians, we made the ill-advised decision to give away a Boeing 737 to one person. The entry mechanic was basic - we hid our plane (Air Mofo) on a satellite map of Tassie, and told people the 'first person to find it, wins it'. To speed things up we scattered clues to the vessel's location in all our festival channels. So far Mainlanders have spent over a million minutes searching Tassie for our purple party plane. Tourism Tas are pretty happy with us.
Tasmanian Tourism Awards - Gold, Destination Marketing
Diemen Awards - Grand Diemen, Advertising
Diemen Awards - Gold, Social
Diemen Awards - Gold, Integrated