Rottnest Express has unveiled its new summer campaign, ‘When it’s hotto we Rotto’, a quintessentially Western Australian celebration of the state’s favourite island escape, from independent creative agency Town Square.
When the mercury rises, there’s no better place to be than Rottnest Island, and the campaign offers a nostalgic nod to sun-soaked Aussie summers, serving as both a rallying cry and a summer mantra for locals and visitors alike to head across the water.
More than just a ferry service, Rottnest Express has delivered end-to-end island experiences for visitors for the past 60 years. From bike and snorkel hire to guided tours, Rottnest Express makes it simple for travellers to explore all 63 beaches, 20 bays and its 10,000 adorable quokkas, at their own pace.
“When it’s hotto we Rotto’ taps into that instinctive call every WA local feels when the weather warms up. It’s the sound of summer, simple, memorable and fun, the perfect summer campaign combo,” said Brendan Day, executive creative director at Town Square.
“Rotto is a summer rite of passage for every Western Australian and the must do experience from Perth for visitors to the state. Rottnest Express has been helping locals experience all the beauty and fun the island has to offer for the past six decades. This campaign captures the spirit of the island, with Rottnest Express leading the way for ferry travel and unforgettable island experiences. Our team have your summer sorted,” added Justine Lally, executive general manager of marketing from Journey Beyond and owner of Rottnest Express.
The campaign which features Rottnest Express’ signature red and a laidback 70s summer vibe, is now live across outdoor, digital and social in Western Australia.
It is the latest work for Journey Beyond from Melbourne-based Town Square. In January this year the agency brought the iconic experience of The Ghan to the heart of Melbourne, with an immersive activation and accompanying integrated campaign times around the Australian Open.
Credits:
Client: Journey Beyond
Executive General Manager, Marketing: Justine Lally
Group Manager, Marketing: Kirsty Gunn
Senior Sales & Marketing Executive: Abigail Colman
Creative Agency: Town Square
Executive Creative Director: Brendan Day
Copywriter: Samuel Nicolaci
Art Director: Peter Crawford
Senior Account Director: Rochelle Vaisanen
Account Manager: Georgia Papamichael
