Queensland used a dog for its innovative campaign
What is new? It is a market innovation. First of all, the campaign does not feature common models = humans, but a dog is the star of the campaign. Jester was a six-month old dog of whom pictures were taken by locals and posted on Instagram. The pictures were mostly taken in famous tourist destinations in Australia in order to attract more tourist. The fact that it involves the locals in managing the photo stream each week means that it conveys a more authentic feel to the potential visitors. For whom is it new? Both, market and company. How new is it? Radical, even though Queensland has been known to do such kinds of marketing campaigns in the past, the campaign with Jester was one of the most recent which was also rewarded the Best Job in the World Campaign. What type of innovation? We think that it is an innovation in marketing. Since there is no seperate type of innovation for marketing, we would put it in the category of distribution since marketing has ...
