Alternative cinema houses were identified as a key social outing for our “adventure seeking” target. We utilised the cinema environment to completely immerse our target in the “feeling” of being in the Grampians.The creative expression was “space to think”, capturing the vast expanse and tranquillity of the Grampians region. No media existed that could bring the feeling of the Grampians truly to life. We created the media and created spaces to think.Each media was developed to replicate the feeling of being in The Grampians.The immersion media executions were media firsts – the foyer displays were created specifically for the campaign, the lift and washroom wraps were a deviation from the traditional offerings of convenience and lift posters.

Inquiries to The Grampians increased by over 100% during the campaign period.