Ray Martin Campaign
17195
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Ray Martin Campaign

IN ONE LINE...

Promotional photography and various design contracts incorporating Norfolk Island Tourism Brand Ambassador Ray Martin

TEAMWORK/TOOLS/COLLABORATIONS INVOLVED TO MAKE THE PROJECT

I worked with a representative from the sales and marketing agency that oversees Norfolk Island Tourism brand representation. Work with TV personality Ray Martin in a short timeframe to create and achievable shoot schedule and work with available light and get a rounded series of images for promotional material. Workshop the ideas and schedule prior to commencing and ensure that it is a positive, healthy and safe work environment to achieve all goals.

Category
Design, Photography, Print
About This Project

I was approached by the representative for the sales and marketing agency – Unique Tourism Collection (UTC) – that represents Norfolk Island Tourism to be appointed to take promotional imagery of Australian TV personality Ray Martin (60 Minutes etc). Ray Martin was contracted to be a Brand Ambassador for Norfolk Island Tourism. I worked with UTC and Ray to shoot a series of images around Kingston on Norfolk Island and then provide those images as digital assets for the relative stakeholders to use in ongoing promotions. I was later contacted to use those images in a variety of layups and designs including a Metro campaign in Sydney, Brisbane and Melbourne on Bus Backs, Trains and Underground stations.

 

 
DIFFICULTIES AND CHALLENGES

The challenges were simply working within a small shoot window to ensure we got the required shots that were going to be used to promote the destination with Ray on them. We only had one available afternoon with Ray and the weather was looking unreliable, so early on we did a studio shoot in case we had to overlay the images on to scenic backgrounds and create composite shots. However, the weather remained suitable and only one shot had a sky replacement in the end, and the studio shots were never used though the studio session was a good way to for photographer and subject to get comfortable for the proceeding outdoor shoots.

 

 
IMPACT AND OUTCOMES

The impact of this marketing campaign was huge in terms of destination awareness. Visually the Brand Ambassador campaign centred around the images we took and video that was shot on a subsequent trip by another company. It was a multi-channel marketing approach which with both destinational and targeted sales marketing via travel wholesalers. It brought considerable awareness for Norfolk Island and had a significantly positive boost for overall Tourism numbers in the following years, and the shots were the visual face of different campaigns through that period. The Brand Ambassador programme was so successful that it was renewed for 3-4 years beyond what was originally planned.