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AAT Kings rebrands and releases first work from Thinkerbell

Tour company AAT Kings has released its new campaign via Thinkerbell, titled ‘Wild Awaits’, the first work it has done with the independent agency.

The campaign marks a brand refresh for AAT Kings.

The 30-second spot showcases locations around Australia that can be visited through AAT Kings, such as Uluru.

Thinkerbell worked with AAT Kings in-house marketing, web and design teams for the new brand positioning, including creative assets, brand identity and content.

After more than 12 months of closed borders and lockdowns, tourism outfits across the country are beginning to re-initiate marketing activities.

AAT Kings chief marketing officer Bridie Commerford said: “‘Wild Awaits’ brings to life AAT Kings’ 100+ year commitment to uncovering these extraordinary places, stories and moments so our guests can pursue their spirit of adventure. This is not just a comms strategy, but a philosophy embodied in our people and local partners, who welcome guests to join us on an off-the-beaten-track, fully immersive experience at a point in time when they likely need it most.”

One of the creative assets for the campaign

The campaign has been on consumer-facing owned media, display, social and BVOD since 25 October.

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