Hulsbosch has today revealed details of a new compelling co-branded travel campaign for Virgin Australia and the South Australian Tourism Commission.
The wide-ranging campaign ‘Let Yourself Go’ is now live across Australia and will run through to the end of March 2016.
Hulsbosch developed the creative work, which communicates South Australia’s destination story, intends to drive consumer choice and build brand awareness for all stakeholders. Based on research, the campaign showcases the diverse attractions of ‘Greater Adelaide’ and the accessibility to surrounding regions of the Barossa, McLaren Vale, Adelaide Hills and beyond.
The memorable campaign tells a contemporary story of the state that will attract travellers interested in enriching their lives and taking a short break from their busy lifestyle. South Australia will be attractive as a destination for a unique holiday experience and importantly to ‘Let Yourself Go’ this summer season.
Hulsbosch creative director Linda Jukic said, “South Australia is not just a State; it’s a State of mind. And after a visit, travellers will realise why.
“The idea talks simply and positively about the transformative effect South Australia will have on your state of mind. We have introduced a mood that encapsulates what it’s like to be there. As we go about our busy lives South Australia is the perfect destination to let yourself go.”
Hulsbosch was also tasked to deliver concepts for ground-breaking digital innovation to engage a tech-friendly target audience that are medium to high mobile and social network users.
An exciting key component of the campaign is the launch of outdoor activation technology that features striking bus shelter installations enticing consumers to interact with the bus shelter panels in CBD locations in Sydney, Melbourne, Brisbane and Perth.
Tapit is a leading global technology platform delivering brand content to consumer phones via NFC (Near Field Communications). When consumers place their phone (either iPhone or Android) over a specific area of the bus shelter wrap, it scans the QR code or microchip that is embedded behind the Hulsbosch created panel artwork. Then consumers are taken to a micro site with access to specific information about a particular SA Event, SA Location or food and dining experience.
Virgin Australia GM brand and marketing Michael Scott said, “We are delighted to partner with South Australia Tourism to showcase the unique experiences available outside Adelaide.
“We continue to see strong interest in travel to South Australia, and the introduction of a digital customer journey is expected to help motivate travellers to book their trip and then plan their holiday.
“Holidaymakers can experience Virgin Australia’s award winning customer service through our regular schedule of services to Adelaide. Providing even more reason to book a trip to South Australia, Virgin Australia Holidays have some great holiday packages available now. We are pleased to work with Hulsbosch on this campaign, which captures the magic of a short break to South Australia’s wine region.”
The ‘Let Yourself Go’ campaign is rolled out with a national, multi-channel advertising campaign including press and outdoor schedules. Other executions will be displayed within airports across Australia and through primary digital channels.
Hans Hulsbosch, Executive Creative Director
Linda Jukic, Creative Director
Jaid Hulsbosch, Director
Clare Bailey, Client Service Director
Elena Ghatt, Account Director