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Coca-Cola takes hyper-local approach to summer ad campaign

Coca-Cola’s new summer advertising campaign is highlighting holiday spots in what it terms a hyperlocal focus. 

Outdoor billboard ads and consumer promotions have been created featuring holiday destinations such as Bunbury, Coffs Harbour, Port Macquarie and Bateman’s Bay. Each bold red-and-white artwork hones in on a distinctive feature of the subject destination – such as fishing in Coffs Harbour, snorkeling in Bunbury, Byron Bay’s famous lighthouse and surfing in Port Macquarie.

“After the year we’ve had, a lot of Aussies can’t wait to take a break and are planning on taking their holidays right here at home,” said Coca-Cola brand director Pamela Wyatt.

“This campaign celebrates what makes some of our local holiday hotspots so unique and special. We hope this campaign will inspire Australians to refresh with an icy-cold Coke while they are enjoying a well-deserved break this summer.”

Point-of-sale creative featuring the call to action ‘Refresh here’ features snorkeling and surfing in coastal towns, windmills and kangaroos in regional areas, and historic buildings in heritage towns.

The campaign will run throughout summer until February next year and includes giant billboards and bus ads. 

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