the Town crier

August edition

 
 

 
 

the empire takes flight

The Empire takes flight into long form territory with new Flight Centre "The 48 Hour Destination" TV series.

Screen Shot 2017-09-12 at 7.48.22 PM.png
 

We here at the Empire never like to stray from a challenge, so when our long time clients and friends at Flight Centre came to us a little over 12 months ago to discuss their ambitious idea of creating a 13 part destination travel series, it took very little convincing for us to totally jump on board (pun completely intended).

From its inception, The 48 Hour Destination TV Series dreamt up by Luke Wheatley (Head of Creative, Flight Centre) had some lofty goals. To shoot a fly-on-the-wall experience of some of the worlds most desirable destinations within a incredibly limiting timeframe of 48 hours. Shooting in true guerrilla style with a 5 person production crew and utilising in house talent as the Series Host had us both terrified and exhilarated for the unchartered territory that lay ahead for us here at The Empire.

With implicit trust placed in us by the brave and brilliant team of creatives at Flight Centre and many late nights and espressos later, production on The 48 Hour Destination was underway, beginning in one of the worlds most desirable destinations: Queenstown in New Zealand’s picturesque South Island. Working alongside Director/DOP Rich Wang and the tight knit production team headed up by Luke Wheatley, we’re the first to admit it didn’t take much convincing to get Digby to tag along, providing Creative Consultation on the project from the outset. Mostly unscripted, but with a clear and concise story flow for each episode, all footage was shot and rushes returned to The Empire directly upon the Production teams return to Australian shores before swiftly moving onto their next destination. While our powerhouse team tirelessly pulled in hours worth of footage, selecting takes and editing together a seamless product episode after episode, there’s no doubt that seeing the series come together had every one of us dreaming up our next international adventures come project completion.

IMG_1130.jpeg


But there’s no rest for the wicked here at The Empire. Weaving together footage of some of the most extraordinary experiences, our go-to-gal Georgia Mackay (or GMac for those in the know) not only ingested, synced, logged and edited, but conjured and created the integral travel diary transitional element: a key creative concept that became the very basis for effortless story flow. Hand illustrating each element from scratch, GMac worked closely with Danika in our animation team to bring her renderings to life in a fun and engaging way. With Rosco on sound design and working from our in-house studio, our team was put through their paces, pulling together what we truly believe is a compelling and completely watchable new TV Series offering in the Travel genre.

While every single member of our team here at The Empire deserves one, the quiet achiever award of the project has to go to new and previously inexperienced lead talent and series host Greer Gardiner. Greer’s ability to naturally deliver an authentic and engaging narrative made our jobs a breeze, and makes The 48 Hour Destination highly relatable to audiences of all ages. Best of all, Greer is a bonafide Flight Centre Travel Consultant by day, so the minute we get the chance to take our next break, we know who we will be calling.

The 48 Hour Destination airs in Australia on Network Ten on Sundays from 3:30pm EST and is also available at tenplay.com.au

 

 
 

 

please welcome

This month we've had the pleasure of welcoming 2 new face to The Empire Collective. Both recent university graduates Monique will be joining our producing team as a Producers Assistant and Liam will be joining our editing teams as an Assistant Editor. 

 
fullsizeoutput_73.jpeg
 
 
 
 

 

radio success

This month we have been working with one of Queensland’s biggest disability service providers, CPL- Choice Passion Life.  They have been around for 70 years but some of you may know them by their former name, Cerebral Palsy League.

 
fullsizeoutput_97.jpeg

Wait, they changed their name? Yep! In 2014 Cerebral Palsy League changed to CPL- Choice, Passion, Life. Why, you ask? CPL doesn’t just support and provide services for people diagnosed with cerebral palsy. In fact, less than half of CPL’s clients actually have a diagnosis of cerebral palsy. CPL supports people of all abilities and varying diagnoses and they wanted this to be reflected in their new branding.

Along with this, the disability sector is currently undergoing some big changes, the biggest since the introduction of Medicare.  The catalyst for change?  The NDIS or the National Disability Insurance Scheme (https://www.ndis.gov.au). To conquer these changes, CPL needed to look at the way they provide services to people with disabilities; this included creating a brand based advertising campaign, for the first time ever.

CPL’s experienced marketing team, led by general manager Julie Byth, concluded that the best way to promote CPL’s services, was to share the experiences of current their families through their first ever radio campaign.  

With 5 client stories in mind, CPL wanted some advice on how to bring their campaign together.  

Enter: Empire.

The radio spots were cleverly crafted by Rosco, taking audio grabs from 3 days worth of interviews and piecing together 6 ads which powerfully share a quick insight into the lives of each family.

Since going to air, CPL has seen a 400% increase in traffic to their website and a four-fold increase in new business enquiries.    

The takeaway? Radio isn’t dead! Technology is changing but everyone is still listening to radio and it’s clearly successful when approached in the right way. 

We are now working with CPL to create 5 online videos that share the incredible stories of the families featured in the radio spots + more. Keep an eye out for them in September!

You can find out more about CPL at www.cpl.org.au or listen to the radio spots here