A scene from Destination Wollongong’s Why Bother? viral video campaign. Photo: Destination Wollongong.
A tongue-in-cheek tourism campaign telling people “why bother” visiting Wollongong has done the opposite, racking up more than two million views and putting the city in front of a global audience.
Destination Wollongong’s cheeky take on self-deprecating humour is not only resonating online, but sparking fresh interest in the region as a must-visit destination.
The marketing video opens with a stunning shot of Wollongong North Beach and an apologetic phone call: “Sorry to drag you to Wollongong. I’m still stuck here”, striking a chord locally and beyond.
Destination Wollongong general manager Jeremy Wilshire said the campaign’s success had exceeded expectations and demonstrated the power of doing things differently.
“We said from the start we didn’t want to be bland … and the response shows that approach is resonating,” Mr Wilshire said.
“More than two million views is a strong result for a regional destination, but more importantly, people are engaging with it, sharing it and talking about Wollongong in a new way.”
Mr Wilshire said to bring the campaign to life, it was running the “Ultimate Gong Getaway” campaign that packaged up many of the experiences featured in the viral video, with it now entering its final week for entries.
Valued at $3000, experiences range from skydives and a water park, to dining and accommodation.
“This competition is about turning that attention into action, giving someone the chance to experience everything that makes Wollongong special, without having to plan a thing,” he said.
Mr Wilshire said the viral video campaign was inspired by an internationally recognised tourism campaign for Oslo, which asked “Is it even a city?” and hilariously told travellers not to come. It resulted in a strong uplift in those wanting to visit.
He said the campaign was grounded in research, with studies during the past few decades having shown that Wollongong residents were tough markers of their own backyard.
An Illawarra-made product, from the talent, crew and even the concept, the video playfully taps into Wollongong’s usual dry humour and the modest way locals often downplay their own backyard.
Online viewers praised the tongue-in-cheek tone, the comparisons to iconic global destinations, and the celebration of Wollongong’s “quietly spectacular” landscapes.
One commenter added: “Great tongue-in-cheek ad with backdrops that Mykonos would die for.”
Destination Wollongong’s digital marketing executive Courtney Steltenpool said the competition was designed to reflect the same spirit as the campaign itself.
“It’s fun, it’s easy, and it removes all the excuses,” Ms Steltenpool said.
“You could stay on the couch … or you could have an incredible Wollongong experience handed to you. That’s the idea.
“Why wouldn’t you bother entering?”
Entries for the Ultimate Gong Getaway close 31 March.
