Our Response:

Create an omni-channel campaign that would both inspire travellers to consider an international holiday to New Zealand and make them feel safe and informed about the latest requirements for travelling from Brisbane Airport.

The campaign included:
– Blogs
– Billboards
– Social Media Tiles
– Social Media Reels
– Social Media Stories
– In-terminal decals

The Results:

See the campaign in action below.

We delivered:
– Campaign tagline & bespoke campaign logo
– Billboard creative for 24 billboard locations
– ‘NZ takeover’ on the @brisbaneairport channels for 7 weeks
– 12 Instagram guides created
– 5 curated reels
– 12 NZ inspired blogs

Our Response:

We started with a communications strategy and plan to anchor all messages, gain clarity on FAQs and identify subject matter experts in the region.

This served as the foundation for all campaign materials and helped anchor the campaign tagline “Preserve Paradise” which was used on all campaign assets.

To expedite the distribution of this information to both the community and visitors, we created campaign assets including factsheets, in-room cards, posters and social media tiles to share what you as both a resident and visitor could do to preserve the region’s life source, water.

The Results:

The campaign materials were distributed to both community and visitors ahead of the peak Easter break in 2024.

This included:
– Logo Device
– Factsheets
– Posters
– Social Tiles & Captions
– In-Room Signage
– Landing Page for TC Jasper housing the creative

See it in action here.

Our Response:

We developed a campaign (online and on-premise) that ran across October and November 2023 and incorporated influencers, a user-generated content (UGC) competition, digital billboards, and organic and paid social media content.

The finale of the campaign culminated in a packing race held in the Domestic Terminal where influencers Lise and Sarah played the role of emcee and judge of four competitors (micro influencers) on their packing prowess.

The Results:

The results proved Brisbane was as interested in how others pack as we were when we created the campaign:

– We grew the airport’s channels by 450 female followers in just one month
– We reached a quarter of Brisbane’s population through the campaign
– 11 of the 14 reels produced exceeded the KPIs set, some by more than 100%
– Over a million people saw the campaign content

Our Response:

Our work began with the core foundations of any campaign – strategy – wherein we developed a creative platform (tagline and campaign device) to anchor the whole campaign.

From there we underwent a content overhaul of the careers page which included:
– Updating of the careers website copy content to focus more on the future and included employee value statements
– Created long-form interview pieces to explain some of the flexible working arrangements in place for staff rather than gloss over them in a job description by simply saying “flexible working conditions”
– Creating a LinkedIn toolkit to assist in sharing campaign messaging and positioning the wider business to use LinkedIn to encourage Brisbane Airport to cement its position as an employer of choice
– A paid LinkedIn awareness campaign to underpin the entire campaign

The Results:

See the campaign in action here.

We developed:
– Campaign Device
– Campaign Tagline
– Longform editorial content about employees
– Paid social campaign

Our Response:

The campaign saw over 30 x retailers listed online (visitthemurray.com.au) on a custom landing page and a social media paid campaign driving traffic to the page targeted at Sydney and Melbourne residents.

We crafted messaging that spoke to when you couldn’t visit The Murray you could still taste it, along with creative assets to link a geographically-diverse region with an even broader offering.

To achieve this, each Local Government Authority (13 total) were invited to submit up to 10 hero images of their operators for the creative execution. Working with our design team, we delivered over 100 pieces of creative to be used on Instagram, Instagram Stories, Facebook, email signatures, Facebook banners and e-newsletters, with the campaign device and tagline created by us, “Made in The Murray”.

The Results:

The paid social media campaign generated more than 10,000 clicks with a CPC of $0.29.

It reached over 240,000 individuals and finished with a CTR of 1.50%.

Most importantly, it generated sales for small businesses who had not been able to trade as a result of lock down!

The idea was so successful, it later became absorbed into Visit Victoria’s COVID-19 campaign “Click for VIC” and the products migrated to their digital platform and campaign.