RAC has launched a new campaign for its Parks & Resorts business that shows the natural beauty and breadth of activities that can be accessed by staying at one of its nine locations across WA.
Created by Wunderman Thompson Perth, the campaign titled ‘Relax Your Way’ demonstrates that how ever you choose to relax, RAC Parks & Resorts cater to every type of traveller.
Tony Pickworth, RAC Executive General Manager Tourism says: “With COVID-19 preventing interstate and international travel, and following a recent relaxation of intrastate travel restrictions in WA, we’ve seen a surge in local tourism. “Western Australians are replacing trips over east and overseas with local getaways that allow them to explore their backyard. The ‘Relax Your Way’ campaign demonstrates the different ways people can relax across our nine properties and showcases the breadth of experiences on offer across our great State.”
Joe Hawkins, Creative Director at Wunderman Thompson, says: “Everyone’s idea of relaxation is different. For some, it’s reading a book on a deserted beach. For others, it’s mountain biking through an ancient forest, or swimming with whale sharks. So bringing this campaign to life was a bit of a virtual getaway, combing through hours of stunning footage and cherry picking the best moments. It’s a campaign that really showcases the quality experiences you can expect with an RAC Parks & Resorts holiday.”
The campaign launches with contextual audio across broadcast and Spotify, 5x 30” OLVs and Park-specific dynamic display.
Marketing Manager – Doreen Thomson
Digital Marketing Manager – Teagan Smith
Marketing Coordinator – Tessa MacLeod
Creative Director – Joe Hawkins
Snr Art Director – Dustin DeSouza
Group Engagement Lead – James Fitzjohn
Engagement Manager – Farah Alias
Snr Producer – Katherine Muir
Production Sound Engineer – Nick Gallagher (Cue Sound)
Video Editor – Dave Wade (The Cannery)
Media – Initiative Perth