Voyages Indigenous Tourism Australia has launched a new brand campaign – its first in 10 years.
Created by Sydney advertising agency BMF, the campaign challenges Australians’ perceptions of Uluru as ‘just a rock’, and instead celebrates it as a destination with an abundance of Indigenous experiences on offer.
Using the tagline ‘Just Wow’ to describe the awe of visiting a place as special as Uluru, the campaign is designed to encourage Aussies to get Uluru off the bucket list and onto their ‘to do’ list.
Ana Sofia Ayala, chief marketing officer at Voyages, said the intent of the new brand platform is to actively drive a sense of urgency to encourage visitation to “one of the most iconic destinations in the world”.
“By showcasing the multitude of things to do and see, from five-star culinary experiences to stargazing with an Indigenous guide, and sunset heli tours to exploring Uluru on a segway, we are also letting our audience know that this is a destination for all ages and interests,” she said.
“It was also important for us to have the local Anangu community highly involved in the creation and production of the campaign, which we achieved through the strong use of visuals and also a collaboration with the Anangu Iwiri choir, who composed a bespoke piece of a cappella music for the films.”
The campaign will run across TV, print, outdoor, digital, and social media channels.