Discovery Parks leans into unplanned holiday moments via Howatson+Company
G’day Group’s Discovery Parks has launched a new brand platform in the first work from creative agency Howatson+Company.
The new platform, “The best bits can’t be planned”, is also the first major work to come from the brand since the appointment of G’day Group’s new CMO, Lahnee White, in April last year.
Honing in on the unplanned holiday moments that create the most long-lasting memories, the campaign appeals to the authentic Australian holiday experience.
The work intends to challenge the “curated holiday perfection” that features in conventional tourism marketing, featuring realistic travel moments in four hero TVCs.
In one, a voice over narrates two brothers’ battle over a top bunk, declaring the fight settled once one realises he is afraid of heights.
White said: “From planning days of activities, to making sure the whole family is packed and ready to hit the road, we pour so much time and effort into the perfect holiday.”
“However, the reality is that the best holiday memories are made in those moments that we don’t plan. It’s the practical jokes, the awkward interactions and unexpected situations that aren’t always perfect, but these are the moments that matter to our customers and the stories we wanted to tell of authentic memories that are being made in Discovery Parks around Australia every day.”
She added: “In appointing Howatson+Company, we looked to them to disrupt the conventions of travel marketing and the concept of the idyllic family holiday where everything appears a little too perfect. They challenged us to take the campaign into new creative territory, telling our customers’ stories of perfectly imperfect moments and ensuring that Discovery Parks stands out distinctively in market.”
Rebecca Robertson, managing partner at Howatson+Co said: “It’s been an amazing partnership. ‘The best bits can’t be planned’ is a platform that delivers genuine delight and connects with the ideas of holidays we all know and love. Beyond the launch, it’s also a philosophy we can activate at our parks themselves.”
The campaign is being progressively rolled out nationally across TV, BVOD and cinema, as well as large format OOH, social and digital platforms, with in-park activations and competitions.
Media buying for the campaign was undertaken by Carat and Discovery’s in-house digital agency.
Credits
Howatson+Company
Photoplay
John Laurie
Rumble Studios
Carat
Discovery in-house digital and brand team
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