Carat South Australia, a dentsu company, in partnership with Easton Media Services and Parable Productions, is showcasing the Red Centre journeys on the path to Discovery Resorts Kings Canyon as part of a campaign designed to attract tourists to the destination.
Through a media integration with What’s Up Down Under, which airs on Network 10 and 10Bold, the campaign highlights not just the many experiences at Discovery Resorts Kings Canyon, but also those on the journey there, encouraging travellers to stay and explore.
The What's Up Down Under episode is available to view here.
The four episodes feature the two distinct travel journeys of Tania Kernaghan and Macca, with both culminating at the Light Towers at Discovery Resorts Kings Canyon, an immersive sound and light experience by world-renowned artist Bruce Munro.
Adele Gibb, Carat South Australia MD, said the barrier of travel was at the forefront of the team’s mind in developing an integration idea, and although the Light Towers is spectacular, their focus was showing the ease and value of getting to Kings Canyon.
“At Carat, and more broadly at denstu, we fundamentally believe in creating success that is good for businesses and good for society and this work demonstrates that in action as it seeks to boost regional tourism during tough economic times whilst also increasing accommodation bookings for Discovery Resorts Kings Canyon," said Gibb.
"This work is a celebration of the many facets of Australian tourism and is a strong reminder for Australians to get out and explore their own big backyard.”
Lahnee White, Discovery Parks Resorts CMO, said the Red Centre is a bucket-list destination and Kings Canyon should be on everyone’s list as a must-see part of the region.
“We want to make sure everyone knows just how accessible Kings Canyon is and all the incredible experiences that can be had along the way," she said.
“What better way to do that than have two trusted off-roaders talk to their followers and discuss the highlights of their journey and all the incredible experiences they have along the journey to Discovery Resorts Kings Canyon – including their visits to Discovery Parks along the way.”
Kernaghan’s journey includes her flying to the NT and staying at Discovery Parks Alice Springs, before driving via one of the world’s oldest landscapes in the West MacDonnell Ranges and stopping at Discovery Resorts Glen Helen enroute to Discovery Resorts Kings Canyon.
Macca’s journey has him drive a caravan from Hahndorf, through the Barossa and Roxby Downs, before meeting Kernaghan and staying at Discovery Resorts Kings Canyon Campgrounds.
Together they explore Kings Canyon, from helicopter tours to hikes and finishing at the Light-Towers experience.
Credits:
Carat South Australia:
Adele Gibb, Managing Director
Shannon Latty, Client Director
Jarrod Girdler, Client Associate
Phoebe Carre, Creative Solutions Lead
Discovery Resorts
Lahnee White, Chief Marketing Officer
Megan Archer, Marketing Manager - Resorts
Allison Bond, Marketing Manager - Resorts
Becci Gregory, Local Area Marketing Specialist
Resorts Partners
Easton Media Services
Parable Productions
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.