RedBalloon x TOURISM AUSTRALIA: Enrich Your Summer CAMPAIGN 2021
Creative Strategy, Creative Direction, Concept Development & Creative Leadership
CREATIVE BRIEF Develop a summer campaign with Tourism Australia that inspires Australians to embrace unforgettable experiences while supporting local tourism operators.
CREATIVE STRATEGY Developed an emotionally-led storytelling platform celebrating the moments that make an Australian summer memorable; from coastal escapes and long lunches to wellness and adventure experiences. A phased content approach sustained engagement throughout the season, evolving from nostalgic montage storytelling into deeper, experience-led narratives.
CREATIVE DIRECTION Led campaign messaging, copy, and creative direction across paid and owned media. Directed a warm, cinematic visual approach capturing authentic summer moments through natural light, movement, and immersive detail, while overseeing video storyboarding, content creation, and editing across all campaign assets.
ROLLOUT
• 15-second and 6-second brand ads for social and YouTube
• Disruptive social content designed for cut-through and engagement
• eDM and website creative across owned channels
• Awareness and conversion-focused paid display banners
RESULTS
• Contributed to a 38% year-on-year increase in sales
• Strengthened RedBalloon’s position as a go-to platform for summer experiences through emotionally-led, multi-channel storytelling
Three 15-second videos released during the awareness phase of the campaign, each showcasing a different mix of experiences to inspire customers to ‘Enrich Their Summer.’"
15 sec Brand Ads
Disruptive social post
Launch eDM