Uluru looks to lure tourists with new ways to see ‘the rock’
Uluru Ayers Rock Resort has launched a new brand proposition via BMF. The ‘Just Wow’ campaign features several visitors to Uluru experiencing different aspects of the destination, including camel rides, segway tours and a motor bike tours.
The new creative work is meant to challenges travellers’ perceptions of Uluru as “just a rock”, to a destination with an abundance of experiences, flavours and interactions on offer.
Between July 2018 and June 2019, 1.9 million tourists and other visitors travelled to the Northern Territory. In the 12 months to December 2019, international visitors contributed $437 million to the local economy. Since late March 2020, there have been no international tourist to Australia.
Currently, the Northern Territory is open to visitors from other states and territories (except Melbourne), however all visitors are required to complete a border entry form, and provide proof of whereabouts the 14 days prior to arrival.
As part of the creative process for the new campaign BMF and Voyages Indigenous Tourism Australia involved the local Anangu community in the creation and production of the brand platform. The team collaborated with the Anangu Iwiri choir which composed a bespoke piece of a cappella music for the ads. The song, in Pitjantjatjara, translates as “come and see our beautiful country”.
BMF creative director David Roberts said of the new campaign: “We hope it inspires everyone to get Uluru off the bucket list and go experience the magic for themselves.”
Voyages Indigenous Tourism Australia CMO, Ana Sofia Ayala, added: “The intent is for this new platform to actively get Uluru off the ‘bucket’ list and onto the ‘now’ list, showing travellers that there’s so much more to experience than just the rock itself. We’re actively driving a sense of urgency to encourage visitation to one of the most iconic destinations in the world.”
The new brand platform will go live across print, OOH, TVC, Social, BVOD and owned channels.
Credits
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Roberts
Senior Art Director: Leila Cranswick
Chief Strategy Officer: Christina Aventi
Group Head Strategy and Planning: Lucielle Vardy
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Deputy Head of Account Management: Aisling Colley
Senior Account Director: Hayley Basham
Senior Account Manager: Annabelle Massera
Head of TV: Jenny Lee-Archer
Agency Producer: Mandy Payne
Director: Tim Green @ The Glue Society
Production Company: Revolver
Executive Producer: Jasmin Hellier
Producer: Cathy Rechichi
Post Production: The Editors
Editor: Laurence Van Camp
Sound Production: Rumble
Music: Anangu Iwiri Choir
DOP: Tim Tregoning
Art Buyer: Basir Salleh
Photographer: Nick Bowers
Production Company: The Kitchen Creative Management
Producer: Emma Shaw and Zabrina Wong
Retouchers: Alexander Reznick and Evie Hilliar
Production Director: Karen Liddle
Integrated Producer: Simone Plaza
Digital Producer: Danielle Kartika
Designers: Melinda Cole and Gabriel Mangulabnan
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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