Voyages Indigenous Tourism Australia has launched an exciting new branding campaign, the first in 10 years. The campaign launched by the BMF agency in Sydney questions the Australians’ perception of Uluru as “just a stone” and instead celebrates it as a travel destination with a wealth of indigenous experiences.
The “Just Wow” brand platform is intended to describe the reverence for visiting such a special place as Uluru. The campaign is designed to encourage Australians to remove Uluru from the bucket list and put it on their “to do” list, which creates a sense of excitement and experience the magic for yourself.
“The intent of this new platform is to actively promote the urgency to promote visiting one of the world’s most iconic travel destinations,” said Ana Sofia Ayala, Marketing Director for Voyages Indigenous Tourism Australia. “By showing the multitude of things to do and see, from five-star dining experiences to stargazing with an indigenous guide, to sunset helicopter tours and exploring Uluru on a Segway, we let our audiences know this is a one.” Target for all ages and interests. “
“It was also important for us that the local Anangu community was heavily involved in the creation and production of the campaign, which we achieved through the heavy use of visuals and by working with the Anangu Iwiri Choir, who produced a bespoke piece cappella music composed, scored for the films, which can be seen and heard both here and here. Their song in Pitjantjatjara translates as: “Come and see our beautiful country.”
The campaign will run through TV, print, outdoor, digital and social media.