It all starts at Uluru
Living for the weekend
Voyages came to us to help them change the perspective of taking a trip to Uluru with many seeing it as simply a weekend destination. Our goal was to boost visitor numbers and double their stay time using video content on social and VOD.
Uluru is just the beginning
We based our idea on the fact that although every trip to the Red Centre starts at Uluru, it can end in a number of unimaginable ways. To bring this to life, we used footage from Voyages archives to create a series of immersive videos that played in reverse and highlighted the vast array of experiences on offer.
Planting the travel bug
We targeted specific audience groups with visually eye-catching Instagram stories that focussed on one of four main travel motivators that would appeal to their demographic: adventure, culinary, culture and accommodation.