THE GOAL
As one of Australia’s premier walking destinations, Victoria’s High Country can certainly walk tall when it comes talking up their bushwalking offerings in the region. And that’s exactly what they did, with a little help from Redhanded.
THE BRIEF
To develop creative and a media plan to raise awareness of Victoria’s High Country’s walks, specifically targeting Destination Explorers and Committed Hikers, promoting it as a ‘must-walk’ destination.
THE IDEA
To capture that special feeling you get when you reach the summit of a big walk, while also promoting the variety of walks on offer in Victoria’s High Country.
THE EXECUTION
A series of striking digital and out of home executions were created featuring the spectacular vistas of Victoria’s High Country.
A partnership with Broadsheet also saw longer form content developed to create further engagement with our audiences seeking tips and ideas on how best to explore the region and the many walks on offer.
Tourism North East has a large number of stakeholders representing different areas within the High Country. This was reflected in the variety of executions that were developed and then utilised as part of a comprehensive media plan that was tailored according to financial contribution made to the campaign by each of the stakeholders.