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 a strong influence on this. 

 What can you find about the background of the innovation? 
not given, could not find anything on their website. 

Who was the innovator?
Tourism Board of Queensland.

 Story of the invention?
The Tourism Board of Queensland did a campaign where a dog was the main focus. While travelling to the famous tourist spots, pictures of Jester are taken by locals and posted on Social Media. That way a huge hype was created due to mainly E-WOM. This is mainly due to the fact that the photo stream ends up having a more real feel, as opposed to the airbrushed photos that most other campaigns have. This also means that when people go through the account, they are more likely to feel a connection to the photos, since they seem real. Furthermore, the campaign did not cost more money as the attention was mainly generated by people telling people.
How has it been generated?
not given, could not find anything on their website. 

Possible learnings about the innovation process (what does it need to develop an innovation like this?)
This campaign is a very new concept in general, as many are of the opinion that there are no new ideas when it comes to marketing, especially for the tourism industry. But this is not the case, you just need to think out of the box!

 https://www.tourism-review.com/travel-tourism-magazine-queensland-used-a-dog-to-attract-visitors-article2225

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