Blue Mountains Tourism #GoBlue
Following the devastating bushfires in the summer of 2019, Blue Mountains Tourism came to us to create a campaign that would help encourage much needed tourism back to the area as well as encouraging Aussies to stay over. They wanted to showcase the diversity of things to do as well as the friendly people & businesses of the mountains that were in much need of support.
Our approach was to be super-positive and make this all about the friendly familiar faces of the Blue Mountains sending out a ‘personal invite’ to all city slickers. We wanted to remind everyone of the wonderful attractions that the region has to offer—be it gobsmacking vistas, quirky bohemian culture, rich heritage, thrilling adventure, beautiful wildlife, gastronomical experiences, unique shopping and high romance—and why it is such a special place.
We wanted the message to be simple and easy to understand, so our simple slogan and call-to-action was born: "GO BLUE. STAY A NIGHT OR TWO."
To amplify this message, we created a long form 2 minute hero piece as well as a series of 30 sec cutdowns that ran across digital & social. This was complimented by large format & transit OOH, targeting commuters heading in and out of the city, showcasing the spectacular things to do in the mountains.