A good travel agent has a central location for its content and expertise. Our online hub gave families locally targeted advice around things to do across summer. We staffed our travel agency with family experts – mummy bloggers, providing constant inspiration, and even recruited mums’ favourite Shelley Craft to be the face of summer fun.

Acting like a travel agent, we knew there was a clear link between good weather and summer adventures so we created cross platform integration with Channel Ten that amplified summer adventure at times when mum was attuned to the weather.

We created a great opportunity to own “Summer Fun”. Banana Boat became a sponsor of Australia’s most anticipated event, the opening of the Southern hemisphere’s largest waterpark, Wet & Wild Sydney. Starring Shelley Craft we created content around the opening days, and shared it through owned, earned and paid channels.

Banana Boat stood out from its competitors – ‘A brand I trust more than others’ increased by over +75%.

Importantly, despite the sunscreen category expenditure being up by 50%, Banana Boat managed to not only remain Australia’s #1 sunscreen brand but it increased its sales by 6% YOY.

All this was an amazing achievement given the fact that Australia had just had one of the wettest summers on record.