When travel was restricted, we brought the location to us.
Due to Covid-19, Tourism Noosa had to pivot to a domestic market, appealing to NSW residents who were still able to travel within the state. The only problem: how to appeal to your audience without being able to use the location. We got exploring insights that would stay true to what’s special about Noosa while working within restrictions at the time.
Noosa is famed as being the proud owner of two “biospheres”: UNESCO-recognised regions that are unique in their sustainable balance of humans and nature. They’re almost self-enclosed worlds, protected by Noosa, creating oases of nature, sustainability, and adventure. The protected, enclosed nature of the destination gave us the inspiration we were looking for.
To communicate beauty and protected environments, we focused on the concept of a terrarium: something carefully crafted, enclosed, and well tended to, just like Noosa! It was the perfect way to get across the benefits of the location to our audience as well as giving us room to explore our creative in a way that moved away from typical tourism ad trends, giving our campaign a distinct feel.
We brought these stunning landscapes to life using stop-motion, with expertly crafted miniature landscapes and quirky characters in over 1,000 individually-shot frames. To top it all off, as well as developing the creative and handling all production, we designed and developed a brand new microsite tied to the campaign, featuring the real Noosa biosphere and the accommodation and activity options Noosa provides.
Leaning into the Covid restrictions and thinking outside the box (or inside the terrarium) gave us the freedom to abandon tourism ad tropes, creating a campaign that genuinely set Noosa apart..