Following devastating bushfires and the global pandemic, Fuller has worked with the Kangaroo Island Tourism Alliance to launch its first ever national integrated marketing campaign.
The Unfiltered campaign heroes the Island’s ‘unfiltered’ beauty and authenticity with storytelling that captures the unique essence of the South Australian destination, and showcases the breadth of tourism experiences on offer.
“This campaign speaks to Australian travellers looking for a wholesome holiday without pretence,” Will Fuller, Fuller’s Managing Director said.
“We’re all in search of something that’s real and authentic…there’s a restlessness in us to peel off our superficial layers and go back to basics, and that’s exactly what this campaign is all about.
“Kangaroo Island has the most amazing island life, which we wanted to highlight in the campaign for people to connect to, and see how they could experience it for themselves when they visit,” Will said.
Fuller built the Unfiltered story around six content pillars that highlighted the Island’s defining characteristics, with the campaign driven by a series of films that captured the Island’s tourist experiences.
The films were complemented with documentary-style pieces that showcased the down-to-earth locals of the Island.
To bring the Unfiltered look, feel and sound to life, Fuller developed an ecosystem of custom fonts and colours, understated shooting styles, grading guides and a beautifully raw audio track.
The campaign assets have been applied across bold outdoor advertising, print media, digital and social applications, written content and PR activations with social influencers.
Fuller also created a library of photography and footage for the Kangaroo Island Tourism Alliance and its members to use over the next three years.
The campaign was made possible thanks to the Commonwealth Government’s Regional Recovery for Tourism Funding program, and plays an important role in shifting perceptions of the Island post-bushfires, Megan Harvie, Regional Tourism Manager for the Kangaroo Island Tourism Alliance said.
“There’s a perception out there in the market that the Island is still majorly impacted by the bushfires and there’s not the depth of experiences that there once was,” Megan said.
“We absolutely knew that we needed a campaign to not only showcase the breadth of what we still have to offer, but also to get our potential customers to understand who we are and want to connect more deeply with us.
“The Unfiltered campaign and brand assets give us legacy and provide us with the ability to market the island over the next three years.
“We’re really proud of this campaign; Fuller has created something that is absolutely ‘us’.”
The campaign will be in-market throughout September and October 2022.
