Claustral Canyon is a well known and popular attraction* for experienced locals and visitors to the Blue Mountains region of NSW. Now, thanks to an international advertising campaign by iPhone manufacturer Apple Inc, the World Heritage region is firmly in the spotlight.
Last canyoning season, Charlotte Mason from Lower North Shore District Venturer Unit, together with fellow Scouts, embarked on an adventure to the popular canyon. After stopping for a break at the photogenic “Pride Rock”, Charlotte grabbed out an Apple iPhone and snapped a picture of fellow Scout Alex Motyka. Now, that photo can be seen on billboards around the world.
The campaign, “Earth Shot on iPhone” features 20 photographs from natural environments taken by iPhone users. The campaign is featured in major cities in 25 countries around the world, with many seen popping up in Sydney and other Australian capitals.
After finding the photograph published to Instagram with the hashtag #shotoniphone, Apple reached out to both Alex and Charlotte for permission to use the photo. Both Charlotte, as the photographer, and Alex as the subject, are very excited to be part of international campaign for one of the worlds biggest brands.
After seeing the photograph appearing on billboards across Australia and the United States, Alex said “It’s super exciting and shows how incredibly powerful the humble hashtag can be. I never expected Apple to notice the photo, let alone use it in a multi million dollar International marketing campaign”.
Charlotte was equally as excited about the news, and credits Scouting’s role in its international success. “Scouting gave me the skills and knowledge to explore the incredible hidden world of Blue Mountains canyons. Without which this photo would have never happened.”