Red Balloon partners with Destination NSW to refresh local tourism

Big Red Group‘s Red Balloon has partnered with Destination NSW for a new campaign to reinvigorate the state’s tourism in the wake of a challenging few years of lockdown and restrictions.


The campaign leverages the positioning ‘Feel New, Renew Yourself’, to encourage Australians to refresh for 2022 by exploring the array of locations and experiences available in NSW. The campaign follows increased demand for Red Balloon experiences across many parts of Australia since the easing of lockdowns in late 2021. Both Red Balloon and Destination NSW hope that the campaign will see a continuation of this trend, with flow on effects across the state’s tourism sector as Australians recommence local travel.

The campaign includes five iterations featuring different destination experiences across NSW, including high tea and helicopter rides in Sydney and five star resorts and star gazing in the Blue Mountains. For each iteration the creative includes a six second video clip as well as static version. A 15 second clip compiling three of the destinations will also feature in the campaign.

Matthew Cavalier, chief growth officer at Big Red Group said: “As an Australian owned and operated company with more than 2500 tours and experience businesses listed across our sites, these high impact / highly visual partnerships are incredibly important. This campaign will bring great momentum to the tourism sector, through promoting the incredible range of experiences Australians can do in their own backyard.”

Cavalier continued, “Following on from some very successful campaigns executed with Destination NSW in the past, I’m excited to see the ‘Feel New, Renew Yourself’ campaign come to life. With the peak of summer upon us, I’m confident this campaign will inspire Australians to get out and explore the huge array of activities NSW has on offer, providing much needed economic benefit to the travel, tours and experience sector right across NSW.”

In December 2021 Big Red Group appointed We Are Different to head PR for its brands including Red Balloon, managing creative campaigns, media relations and influencer activity for the company.

The campaign was rolled out across owned channels, paid social, high impact display, online video and search on the 17th of January and will run through until mid February.


Creative Agency – Paper Moose

Nick Hunter – Creative Director

Carat – Media agency

Matt Gudge – Head of Marketing


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