AAT Kings has unveiled a brand refresh with a travel campaign to awaken the senses of travellers and spark an enriched enjoyment of Australia and New Zealand.
Developed by Thinkerbell, ‘Wild Awaits’ focuses on the places, stories and tastes of Australia and New Zealand. From the landscapes on the journey, to food and drink that immerses guests in the destination, stories from local people and the unexpected experiences on offer, AAT Kings invites guests to embark on a new adventure.
The striking digital and print creative leans into the multi-sensory stimulation, natural wilderness and spirited adventure that a holiday with AAT Kings offers.
AAT Kings CMO Bridie Commerford says the campaign draws on AAT Kings' history.
“Knowledge and accessibility are key to discovering so many remarkable and remote experiences across Australia and New Zealand. ‘Wild Awaits’ brings to life AAT Kings’ 100+ year commitment to uncovering these extraordinary places, stories and moments so our guests can pursue their spirit of adventure,” says Commerford.
“This is not just a comms strategy, but a philosophy embodied in our people and local partners, who welcome guests to join us on an off-the-beaten-track, fully immersive experience at a point in time when they likely need it most.”
Thinkerbell worked alongside AAT Kings’ in-house Marketing, Web and Design teams in a collaborative process to bring the new brand positioning to life via creative assets, brand identity, and content.
Thinkerbell Chief thinker Adam Ferrier told AdNews people are ready to start exploring again.
“It was a pleasure to use some of the unrequested downtime Covid provided the tourism industry to work with AATKings on their brand positioning and platform Idea. We’re all ready to start exploring again and it’s nice to know that ‘wild awaits’."
The campaign rolls out in consumer-facing owned media, display, social and BVOD.
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