April 2019 - Freelance
Phillip Island, a Victorian treasure, is renowned for penguins and family-friendly fun in summer, but in winter visitation from Melbourne dwindles.
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The ask:
Create a winter campaign that will bring more people in to eat and stay overnight.
The problem:
It's cold and city people don't feel like travelling.
The truth:
City people don't want to escape the cold, they want to escape their fast-paced, highly-structured, over-stimulated lives.
The strategy:
Create itineraries that speak to tranquility, peace and a different kind of stimulation.
the idea:
"A Life Unedited" - a social and influencer campaign that positioned Phillip Island as an unaltered escape.
The outcome:
32% increase in users on the Phillip Island website, 25% increase in traffic to the Phillip Island homepage, 318% increase in click-throughs to the website from social media.
