By JOHN VAN KLAVEREN
A controversial Geelong zombie video confounded its critics by winning a silver gong at a Victorian Tourism Awards this week.
The video, featuring Mayor Darryn Lyons as an agent of change banishing zombie hordes from ‘Sleepy Hollow’, won the Destination Marketing category.
Geelong and Bellarine Tourism chief Roger Grant welcomed the award as recognition for his organisation’s Geelong Reinvented campaign, which includes the video.
“We always knew it was going to be controversial. In fact, it was designed to be so but it got people talking,” Mr Grant said.
“The mayor’s section generated national and international coverage, which we would never have received if not for that.
“We shook the cage, we received outrage, real and mock, we went through the whole drama with it but if you aren’t brave enough to do something different then nothing changes.
“It’s an industry award that recognises excellence and rewards braveness and creativity.”
The video sparked criticism after its official release at a cinema a year ago. A Geelong newspaper editorial described the video as “wrong”, “demeaning” and “an insult to every person in this city”.
“We are not zombies,” the editorial said.
A Melbourne newspaper described the video as an “embarrassment to Geelong”.
But Mr Grant said the critics’ focus on the video overlooked broader components of the campaign, including a web page and social media back-up.
“There are a lot of new innovative initiatives utilised by the campaign but the beauty of it is that (film-makers) Robot Army continue to do state of the art work with the campaign.
“We generated a lot of additional footage and content that we’re using in many other applications such as television commercials and web-based video.
“We’re delighted with the win, especially given the meagre budget for the campaign.”
Mr Grant said the $30,000 campaign achieved similar “connectivity” to similar campaigns costing millions of dollars.
“Our post-campaign assessments demonstrated people had moved positively and we’re proud to have played a part in changing perceptions of Geelong.
“The idea of Geelong reinvented with its youthful energy and constant change is what the messages were.”
Searoad Ferries won a Major Tour and Transport Operators award for the third year in a row, placing it in the tourism hall of fame.
Searoad Ferries chief Matt McDonald also won a Young Achievers Award.
Queenscliff’s Beacon Big 4 Resort won in a caravan and holiday parks category, while RACV Torquay Resort grabbed silver for Luxury Accommodation.
