Koala takes on Dreamworld in its latest campaign

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Koala has launched a campaign to have a dig at Dreamworld to redirect $2.7 million in public funds from a koala sanctuary to a roller coaster.

The announcement:

In response to Dreamworld redirecting $2.7 million of taxpayer money from a koala sanctuary to a roller coaster, Koala launched a blitz over the weekend with a dig at the theme park giant.

Last week it was revealed that the creation of a new state-of-the-art koala research facility, which would have given guests an insight into scientific methods of conservation, was instead devoted to building the mountains theme park Steel Taipan coasters.

The print ad featured in Queensland news outlets, including the Courier Mail and the Gold Coast Bulletin, cheekily showcases conservation efforts and the companies’ partnership with

WWF-Australia, while pushing Dreamworld to say that “no rollercoasters were harmed in the making of this commercial”. To further spread the message, targeted digital ads ran alongside news articles across the East Coast.

Koala Creative Director Taylor Thornton said, “Koalas are so much more than our company name. It’s an Australian icon and we couldn’t pass up this slide. And we’re proud to say that through our ongoing partnership with WWF-Australia, we’ve donated over $1.5 million to help regenerate koala habitats.

Credits

Koala VP Global Brand Strategy & Creative: Bradley Firth

Australia Marketing VP: Mark Khademi

Creative Director: Taylor Thornton

Editor: Stephanie Hua

Artistic Director: Jeffery Chan Performance Marketing Manager: Jules McKie Performance Marketing Specialist: Sarah Murray

Media Manager: Michaella Naicker

Source: Weber Shandwick

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