FLINDERS

TASK

Many people didn’t even know where Flinders island was, so our main challenge was to put them on the map and to unveil this hidden treasure to all mainland Australians.

KPIs’ – Increase awareness & visitation to Flinders Island via Tasmania.

INSIGHT

Our audience of empty nesters who are materially and professionally successful are increasingly questioning modern western rat-race values. They yearn for something more, they need a reset. They want simplicity & authenticity in experiences and relationships, and often turn to nature to provide this perspective.

IDEA

Good nature is in our nature - While Flinders Island itself is wild, untamed and rough around the edges, it has a unique charm and a natural warmth you won’t find anywhere else. Whether it’s the landscape, the giant cray fish or the larger than life locals, good nature on Flinders Island really is second nature.

To bring this to life, we tapped into an insight that only Flinders could own. That is, their unique way of greeting each other known as the ‘Flinders Wave’.

RESULTS
69% completion rates of videos meaning viewers are invested in the story. Increase website traffic by 12%
Visitation has increased by 15% compared to the same period last year.