Ben and D’Arbie use The Gympie Times as a windbreak while promoting Rainbow Beach to the world. The plastic pair has been entered into Tourism Queensland’s Best Job in the World.
Ben and D’Arbie use The Gympie Times as a windbreak while promoting Rainbow Beach to the world. The plastic pair has been entered into Tourism Queensland’s Best Job in the World. Cassie Head

Plastic pair go viral on social media

A CLEVER marketing gimmick used by a Rainbow Beach business has gone viral, spreading the word across the globe about the holiday destination.

Cool characters Ben and D'Arbie are a couple of backpacking Bratz dolls promoting the Cooloola Coast and their creator's business, Rainbow Beach Hire-a-Camp.

What started out as a bit of fun on social media has evolved into an eye-catching marketing campaign reaching tourism industry leaders. Now the sun-loving plastic pair has been entered into Tourism Queensland's Best Job in the World.

Creator Cassie Head said it began with an entry in Tourism Queensland's Million Dollar Memo, to which she submitted a 60 second video starring Ben and D'Arbie holidaying at various spots along the Cooloola Coast.

While it didn't earn a win, it was great for business, with the entry viewed by holiday makers and tourism representatives around the world.

Following this, Cassie was invited to present a paper at last year's Global Eco Tourism Conference, representing tourism operators in the private sector providing accommodation in national parks.

While there she was asked to speak about social media marketing and using interesting and unique ways to showcase business.

"You get away with a lot of things with a doll that you wouldn't with real people. They can go naked at the beach and it's not considered pornography," Cassie said.

"We have a zero dollar marketing budget so Rainbow Beach Hire-a-Camp relies on the viral effect of the dolls. Now I see Barbie is in Australia doing the same thing."

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