We Are Explorers launches hidden sculpture hunt with Great Northern Brewing Co
Australian adventure publication We Are Explorers have partnered with Great Northern Brewing Co to launch an activation campaign, challenging Australians to find one of ten marlin sculptures hidden in campsites across the country.
The announcement:
Australian adventure publication We Are Explorers have partnered with Great Northern Brewing Co to launch an original activation challenging Aussies to get out there and find one of ten marlin sculptures hidden in campsites across the country.
From WA to the Tasmanian wilderness and up to the tropical north of Queensland, the marlins have been hidden in some of Australia’s most epic locations. An immersive content campaign on the We Are Explorers website will inspire Australians to hit the road and spend a night under the stars. The search for the concealed die-cast sculpted marlins – created by Northern Rivers artist Jai Hackl – begins on 28 April, giving entrants one week to ‘Get Out There’ and plan their nature escapes.
The first participant who successfully finds the hidden marlin in each campsite not only wins a $500 BCF voucher, but also is only one of only 10 people to go into the draw to win the grand prize: a $10,000 BCF voucher.
As part of this promotion, the We Are Explorers team drew on its extensive knowledge of Australia’s hidden gems to shortlist spectacular campgrounds around the country for this campaign. They worked closely with the campground owners to highlight the nearby adventures, profiling them all in a 10-part editorial series on the website, including a clickable map.
The campaign will be promoted through social, display, email and their website across both We Are Explorers and Great Northern platforms.
We Are Explorers CEO, Henry Brydon, said: “This is one of the freshest brand activations we’ve ever worked on and there isn’t a more suitable partner to bring this to life with than the outdoor loving team from Great Northern. Great Northern loves to promote modern day exploration so the foundations of the partnership were really strong and aligned from the outset.
“What’s more, whilst it’s a social media led campaign, what excites me most is that we’re weaving together the digital and real world to deliver a memorable experience that actually gets people out there with humour, soul and talkability.”
Hugh Jellie, marketing manager at Great Northern Brewing Co added: “With borders opening again, we want to encourage as many Australians as possible to get back out there and feel the energising power of the great outdoors. We Are Explorers are outdoor experts in the Australian media, so we knew they were the perfect partner to bring our BCF collaboration to life in a new and interesting way. Henry and the team have understood from the outset exactly what we wanted to achieve for our customers and have delivered a campaign with the outdoor magic that only they can.”
Source: TAG PR
