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Fortune is sometimes all in the toss of a coin and an innovative new digital campaign – Tweed Heads (or Tails) –  launched by the Tweed Tourism Company, brings this adage of chance to life while celebrating the imminent re-opening of the state border with Queensland and offering the chance to win a major holiday prize pool worth $2,500.
Tweed Heads, in northern NSW, is the key focus of the campaign, recognising that times have been especially tough for businesses and the community in the border town. Generating more positive stories and an uplift in visitation for the precinct in the lead up to Christmas and the summer holiday season are all aims of the initiative.
The campaign runs for 10 days from 29 November to 8 December with participants registering online and joining in virtually via social media from a unique coin flip location each day, including The Oyster Shed in Tweed Heads West, Ground Control Coffee in Tweed Heads and Earth Brewery in nearby Cudgen.
Powered by live video content shared across the Tweed Tourism Company’s Instagram @thetweed_nsw and Facebook @thetweed pages, the campaign takes entrants on a journey through Tweed Heads and surrounds for the chance to win the major prize, as well as additional daily prizes valued in total at $3,500
To play, participants vote each day via their smartphones for ‘heads’ or ‘tails’ before a live coin toss decides their fate – to lose the toss and be eliminated from the major prize draw, or win and continue on to the next Tweed Heads location in the hope of being the last coin toss standing.
Tweed Tourism Company General Manager Bradley Nardi said the campaign was a compelling way to showcase the range and quality of businesses in Tweed Heads and to also welcome the opening of the state border ahead of the summer holiday season.
“While public health is always the priority, businesses in and around Tweed Heads have been through a period of extreme uncertainty, not dissimilar to the flip of a coin. The campaign highlights the many wonderful businesses that will play a key role in facilitating the long-awaited reconnection between the border communities.”
“We wanted to create a way to celebrate the re-opening of the border and also inspire audiences on both sides to be ready to return. The Tweed Heads (or Tails) campaign will showcase just how much there is to enjoy in Tweed Heads while holidaying in the region this summer.”
Local tourism operator Tweed Eco Cruises has used the period of downturn to refine its offerings but Company Director, Kylie Petersen said she and the crew are excited to be welcoming visitors back this summer.
“We’ve worked hard in the ‘extended off-season’ created by COVID, meeting with local food and drink artisans to make our cruise a true local flavour experience. We’re proud to feature local cheeses and meats, fresh fruit, baked goods and even Tweed-made gin and beer.”
“As a small family business that has had a tough year, we’re excited to be part of the Tweed Heads (or Tails) campaign and to have visitors return to our amazing region. Like everyone, we’re so looking forward to the borders opening and seeing our decks full again with happy holiday-makers.”
The Tweed Tourism Company worked with Apex Ad Agency, based in Kingscliff, to develop the initiative. Apex Managing Director, Braden Vernon said that collaborating with other Tweed businesses on the campaign was a wonderful opportunity for his local agency.
“We jumped at the chance to help drive awareness of our beautiful region and the amazing businesses we have here. COVID has impacted so many of these businesses and we wanted to develop an innovative campaign that really placed these local brands in the spotlight.”
‘Tweed Heads (or Tails) uses digital channels to connect with the community and the interactive nature of this campaign is what makes it unique. It’s a fun and engaging competition that people can play from their homes, or anywhere else, while generating great exposure to local businesses across the Tweed.”
For more details about Tweed Heads (or Tails) head to visitthetweed.com.au/tweed-heads, or to register and be a part of the fun head to either the destination’s Instagram (@thetweed_nsw) or Facebook (@thetweed) channels.