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By Campaign Brief – Ricki
PayPal Australia has today announced its latest integrated marketing campaign Shop Off The Beaten Path. The campaign, jointly developed by Isobar, Edelman and Vizeum, encourages Australians to ‘shop off the beaten path’ and discover gifts they didn’t know existed from more than 100 Australian small businesses this Christmas.
The campaign was inspired by the insight that Christmas shopping, with its high expectations, large crowds and time demands, can lead to considerable angst. In response to this angst many Australians resort to buying the same, predictable presents each year because they run out of time, inspiration or energy.