Straddie Chamber of Commerce
Where a trip becomes tradition
“Where a trip becomes a tradition”
New destination marketing campaign from Reborn highlights Straddie’s appeal.
Objectives
Elevate North Stradbroke Island as a premier destination that encourages repeat visits and fosters holiday traditions, by showcasing its authentic charm, cultural richness, and natural beauty through genuine visitor experiences and local storytelling.
Insight
Using research gathered by the Queensland University, REBORN created a campaign that brands North Stradbroke Island as a destination that draws people back again and again. The research showed over 73% of tourists will return on multiple occasions – highlighting that more than a one-off trip, it’s a destination to create a holiday tradition.
Our idea
To build on the authenticity of North Stradbroke Island, the film has real telephone conversations with regular visitors and a soundtrack written and performed by local musicians. This along with stunning imagery of what the island has to offer, come together to paint an authentic picture of the unique experience.
The aim of this new campaign is to increase public awareness of unique tourism opportunities, authentic cultural experiences, and it being the perfect setting for plenty of rest and relaxation with the family and loved ones.
Alongside the integrated media campaign and full rebrand, REBORN are working with the islands operators such as hoteliers, restaurateurs, and other businesses to help them develop their own digital marketing campaigns. Part of REBORN’s ongoing strategy will see a new destination website and the implementation of a marketing cooperative that provides local businesses with shared creative services and group media buying through REBORN.
REBORN Responsibility
Brand strategy
Communications strategy
Creative direction
Product photography
Art direction
Copywriting
Design
Website design
Motion
Social media
The Results
Over 5M Impressions
across social channels and Bench Network
Over 15k Clicks
generated across social channels and Bench Network
341,792 Engagements
across social channels and Bench Network
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