14 Dec 2015

Hulsbosch campaign for Virgin Australia and South Australia Tourism Commission



The wide-ranging campaign ‘Let Yourself Go’ is now live across Australia and will run through to the end of March 2016.

Hulsbosch developed the creative work, which communicates South Australia’s destination story, intends to drive consumer choice and build brand awareness for all stakeholders. Based on research, the campaign showcases the diverse attractions of ‘Greater Adelaide’ and the accessibility to surrounding regions of the Barossa, McLaren Vale, Adelaide Hills and beyond.

The memorable campaign tells a contemporary story of the state that will attract travellers interested in enriching their lives and taking a short break from their busy lifestyle. South Australia will be attractive as a destination for a unique holiday experience and importantly to ‘Let Yourself Go’ this summer season.

Hulsbosch was also tasked to deliver concepts for ground-breaking digital innovation to engage a tech-friendly target audience that are medium to high mobile and social network users.

An exciting key component of the campaign is the launch of outdoor activation technology that features striking bus shelter installations enticing consumers to interact with the bus shelter panels in CBD locations in Sydney, Melbourne, Brisbane and Perth.

Tapit is a leading global technology platform delivering brand content to consumer phones via NFC (Near Field Communications). When consumers place their phone (either iPhone or Android) over a specific area of the bus shelter wrap, it scans the QR code or microchip that is embedded behind the Hulsbosch created panel artwork. Then consumers are taken to a micro site with access to specific information about a particular SA Event, SA Location or food and dining experience.

The ‘Let Yourself Go’ campaign is rolled out with a national, multi-channel advertising campaign including press and outdoor schedules. Other executions will be displayed within airports across Australia and through primary digital channels.