Phillip Island Tourism

Campaign Strategy
Influencer Strategy
Digital Strategy
Content Production
Graphic Design
Influencer Management
Itinerary Management



Campaign Strategist




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.

Launch & Digital Strategy

The campaign launched on Instagram and Facebook via a short hype reel produced by our MASH Up. Encouraging viewers to “click for fresh air”, it heroed the rustic charm of Phillip Island and its imperfect rural-ness as an ideal juxtaposition to the city and a destination for those who just want to “get off the grid” both digitally and civically. This video was cycled week on, week off as part of the Digital Strategy.


The campaign went on to highlight Phillip Island’s food, beverage, and accommodation personalities and operators through a range of videography and photography assets.


Influencer Strategy

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.

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