Skydive Australia, a division of adventure tourism company Experience Co, has launched a new campaign titled ‘What’s holding you back’ in a first of its kind for the skydiving industry backed by Flow agency.
The campaign shines a spotlight on vulnerability showcasing six very different characters exposing their everyday fears and doubts, who are challenged to participate in a tandem skydive to see how it helps them address what’s been holding them back in life. It features colourful podcast host, Sean Szeps, and five other interesting personalities.
The aim of the campaign is not only to create brand awareness but to reposition skydiving and broaden its appeal by showcasing the positive affects it can have on people who can relate to the challenges featured in the campaign no matter their ages and stages of life.
Brooke Robson, head of marketing at Skydive Australia, has participated in 13 tandem skydives so knows only too well the feel-good endorphins skydiving releases. “I’ve experienced first-hand the rush that skydiving gives through the dopamine released in the brain which is incredibly powerful” explained Robson. After each skydive, it left me feeling incredible and like I could do anything, so it seemed like an obvious campaign theme to highlight the positive effects of skydiving and how it can help change mindsets”.
Jimmy Hyett, CEO and founder of the agency Flow, and also a skydiving enthusiast said, “There are many varying pressures in life, and it doesn’t matter whether you’re a CEO of a multi-million-dollar company, a start-up founder, a creative, a stay-at-home parent or someone navigating life with health challenges, insecurities are common and can be a limiting. We developed this campaign to encourage people, whoever they are and whatever their story is, to try skydiving and experience the empowering effects it can have.”
The campaign launched on June 1 and will be featured on digital and social channels.