THE MISSION

Show people North Stradbroke Island is a different world.

Extensive research conducted over a 4 year period by the Queensland University, Australia shows people have misconceptions about what North Stradbroke Island has on offer.

But what’s really interesting is that 73.5% of people that visit North Stradbroke Island come back to visit again, again and again. Mainly because once they actually visit us, they realise it’s a different world.

INTRODUCING

Where a trip becomes tradition

Our creative campaign showcases that North Stradbroke Island’s stunning scenery, great climate and friendly locals always charm people back to the Island – making it more than just a one off trip, but a holiday tradition.

BRAND IDENTITY + REBRAND

Our first task was to work with our digital partner, Reborn and creative partner B ONSTA, to develop an entirely new brand and marketing strategy.

This then informed the brief for the design team at BONSTA to create a new visual identity for the island. Part of this process was a new word-mark, iconography and brand system for the island's marketing team to rollout across all channels - website, social platforms, digital add placements, press, OOH, signage, animation and TVCs.

A clever brand identity was established to incorporate the island's three core brand ingredients - coast, land and indigenous / traditional history

A new online experience has been designed and built for the island

CREATIVE CAMPAIGN

We launched the campaign with a 45 sec TV commercial and online film depicting three of the island's key reasons for turning a trip into tradition - stunning coastlines, landscapes and the indigenous traditional experience.

To maintain an authenticity throughout the process we utilised real phone conversations with regular visitors to the island in the TV commercials . We then wrote and produced the sound track with local musicians.

The commercials were produced and directed by Brightworks and B O NSTA. Photography by Myles Pritchard.

WORKING TOGETHER

The next part of the project is what we love the most. We are now working closely with the island operators - hoteliers, restauranteurs and other tourism operators on the island - to help them achieve 'no vacancy'.