Phillip Island Tourism
How do you promote overnight visitation to Phillip Island during winter… without mentioning the penguins?
Driven by the insight that “burnout” is a growing phenomenon across Australia, our MASH Up developed a 10 week social media and influencer-led campaign called A Life Unedited.
The campaign centred around taking a “City Detox” – stepping away from the city’s noise and chaos, and reconnecting with the things that are important to Melburnians: time with family, good food and wine, hospitality and nature.
A Life Unedited
Phillip Island has something that Melbourne can’t offer; a slower, ‘barefoot’ pace of life, consisting of nature, wildlife and local food and wine personalities. From this snapshot, the campaign title, A Life Unedited was born.
To tell the story, four different Phillip Island experiences were created.
Rediscovering unedited food.
Reconnecting with unedited nature.
Recharging an unedited self.
Reimagining unedited reality.
The campaign went on to highlight Phillip Island’s food, beverage, and accommodation personalities and operators through a range of videography and photography assets.
The campaign saw a selection of fully-vetted and briefed Melbourne-based Influencers partake in the different “A Life Unedited” experiences, bringing to life a variety of personalised stories on Phillip Island. Each influencer was tasked with raising awareness of the Phillip Island “A Life Unedited” experience by documenting their experiences and driving consumer engagement and interest via their Instagram channels.
Their itineraries were developed in collaboration with the Phillip Island operators and managed by MASH.