– 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 strategy 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 in Sydney 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 BONSTA. Photography by Myles Pritchard.
NEXT STEPS
We are now working closely with the island operators - hoteliers, restauranteurs and other tourism operators on the island - to help them achieve 'no vacancy'.
