Feel Small Again / Scenic World
The Challenge:
Scenic World offers a unique way to experience and appreciate the natural wonders of the world heritage listed Blue Mountains, but found itself viewed as a one-ride-wonder with most people not knowing about its full offering.
The Insight:
When you're young, the sights and sounds of the wonderful things in the world seem great - making you feel small.
The Idea:
To highlight the emotional side of the Scenic World experience through a new positioning that invited Australians to Feel Small Again. This was paired with awe-inspiring photography that captured the feeling you get when you visit Scenic World.
The campaign was brought to life in outdoor, press, radio and digital channels.
The Impact:
The strong emotional benefit resonated with consumers, resulting in an increase in ticket sales. To date, visitation has been up over 9% year on year.
