Tourism

Wotif highlights domestic tourism with new ‘Festival of Wot’ campaign

Australia is known for some pretty wacky stuff.

We’ve got giant replicas of fruit and crustaceans littered about the countryside, we’ve got underground towns, sausage sangas and some very colourful characters.

But most of the things we celebrate about Australia takes place in quirky country towns many of us have never been to. In fact, new research from Wotif found Aussies have visited fewer than one per cent of Australia’s towns despite three quarters (75 per cent) of Aussies saying they are willing to detour to uncover something unique.

In light of these findings, Wotif has teamed up with opr agency, Ogilvy and Maverick to scour the nation to discover and celebrate what makes Australia unique and celebrate our quirks with the launch of the Festival of Wot.

The Festival of Wot is a countrywide competition which aims to shine a high-beam on what makes Australia special with hopes to encourage more Aussies to explore the people and places that make up this great nation.

“Last year’s Next Big Thing search reminded us all how incredible Australia is. From the hard-working melon farmers of Chinchilla to the passionate peanut committee in Kingaroy, it’s clear that Aussies are proud of where they’ve come from,” Wotif Managing Director, Daniel Finch, said.

“This year we’re asking towns, suburbs and cities to tell us what they should be famous for – and we’ll work out magic to make it so. We’re putting on an entire festival for the winning destination, dedicated to celebrating their unique claim to fame.”

The Festival of Wot? campaign rolls out over four months and is supported by a full communications, PR, social, influencer, experiential, and digital execution. Nominations are now open via Wotif.com/festival and will remain open until 18 August 2019.

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