We knew movies rated high on the list of our target;s interests and, with incredible beaches, seaplanes, yachts and glamorous locations, the Whitsundays is the perfect setting for a movie.

So we invited Australians to write it:

The Whitsundays. A movie that's waiting to be written.

We enlisted world-renowned screenwriter Craig Pearce as Script Supervisor. Then for 20 days we posted a daily storyboard image on Facebook and Instagram, inviting the public to write scenes for a chance to win a $10,000 luxury holiday.

The campaign launched with a trailer, radio and onlline advertising.

We reacted to the storyline as it developed, selecting and treating images according to the previous winning scene.

Each scene written and shared became a compelling "ad" for the Whitsundays.

Together, a Hollywood screenwriter and the Australian public had created the world's first crowd-sourced movie storyboard and a story universe with millions of possible permutations.