Winter sucks. It’s cold, it’s rainy and life slows down around you as people go into hibernation. So, on the eve of Winter, AccorHotels surprised some very deserving people with a once in a lifetime opportunity in an activation via Thinkerbell Sydney.
In an Aussie version of an Oprah Winfrey giveaway, AccorHotels surprised the whole town of Waratah, Tasmania. One of Australia’s coldest towns. Residents were expecting that only a few people who had registered would receive a Wintervention trip. As they gathered in front of the cameras, it was revealed that everyone would receive a weekend in the Gold Coast from AccorHotels – if they were prepared to leave immediately.
Flying on a private plane and checking-in to the Novotel Surfers Paradise was just the beginning for the people of Waratah. From sunset swims to roller coasters, jet boats and dolphin shows to indoor sky diving, the Waratahnians supercharged the first weekend of Winter.
Says Bridie Commerford, vice president, marketing, guest experience and communications pacific, Accor: “Exploring Australia is the best way to get out of a winter slump – from sport to shopping, bars to beaches, we have it all. We were delighted to surprise Waratah residents with such a unique opportunity. They soaked up the sun and enjoyed some fantastic activities on the Gold Coast, staying at Novotel Surfers Paradise.”
The activation kicks off the AccorHotels Wintervention campaign which will run across multiple channels until September.
Says Jim Ingram, chief creative tinker, Thinkerbell: “Pulling off a surprise party is pretty tricky, pulling off a surprise interstate holiday, for an entire town, on live breakfast TV is mind-bending and a testament to all involved. We’re incredibly proud to have delivered such a great experience for some very deserving Waratahnians.”
The idea has already reached over seventeen million in earned media.
Creative Tinker: Anna Yates
Creative Tinker: Tom Vizard
Lead Thinker PR: Tarah Miller
Production Tinker: Jess Evernden
Head of Production: Sam Cavanagh
Lead Thinker: Aden Eltchelebi
Chief Thinker: Adam Ferrier
Lead Creative Tinker: Tom Wenborn
Head Thinker PR: Cath King
Chief Creative Tinker: Jim Ingram
VP Marketing, Communications & Guest Experience: Bridie Commerford
Director AccorHotels, Economy & Midscale Brands: Kellie Parker
Brand Manager: Tim Gray
Assistant Brand Manager: Jess Roberts
Brand Executive: Anne Co
Communications Director: Ginni Post
Communications: Cynthia Dammerer
Guest Experience: Marion Hohnen and Kate Milross
Communications & Social Media Executive: Nick Aldrich