Australia’s North West spotlights the Kimberley region in Fred & Co Digital campaign
In February, Australia’s North West released a new campaign focusing on the Kimberley region, via Fred & Co Digital.
The announcement:
Australia’s North West (ANW), created by Fred&Co Digital, launched its latest campaign positioning the Kimberley as Australia’s ultimate soft adventure wilderness destination back in mid February – and has since generated a 77% increase in engagement compared to the previous campaign in 2023.
Titled “Give a Kimberley Holiday a Crack”, the campaign smashes the perception that the region is too remote or expensive. With an unmistakably Aussie tone, it speaks directly to key traveller segments, inviting them to dive into the Kimberley’s epic landscapes and unique adventures.
In a major first, the campaign also introduces The Dream Maker – an AI-powered holiday planner chat, designed to simplify trip planning. Fred&Co recommended the tech innovation to meet surging demand for AI-driven travel searches, making Australia’s North West one of the first regions to integrate AI into its tourism strategy.
Bill Tatchell, CEO of Australia’s North West, said many Australians recognise the Kimberley’s famous icons, like the Bungle Bungle Range in Purnululu National Park, but may not realise just how much more the region has to offer.
“What Fred&Co has done is dig deeper with us to uncover adventures many travellers have never heard about – from birdwatching and waterfall walks to incredible fishing, hidden waterways, and romantic holiday stays,” Mr. Tatchell said. “The campaign’s ideas and headlines really nail the Kimberley’s character – they’ve made us laugh, so we can only imagine they’re doing the same for our audience.”
Tatchell hopes the campaign inspires more Australians to discover the Kimberley for themselves.
“We know we’re a bit further from the east coast, but once travellers arrive, they can’t believe they haven’t come sooner. This campaign is designed to change that—and get them here.”
Supporting Local Tourism
To drive bookings for Australia’s North West (ANW) members, the campaign includes a dedicated Deals page on the campaign microsite. Additionally, the ANW Partner Program allows members to invest in their own digital ads under the campaign’s theme, directing traffic to their individual websites.
To further inspire and inform travellers, the campaign microsite features adventure segment travel guides and the visually stunning Venture e-magazine, packed with inspiration.
Building on two previous hit Kimberley campaigns, the 2025 rollout spans digital, OOH, radio, and email marketing, driving traffic to a dedicated microsite. Big Head Digital and Leonard’s Advertising Media are on board as media partners.
Fred&Co continues to push creative boundaries, proving once again why they’re leaders in destination advertising. Last year, they won Mumbrella’s Travel Ad Campaign of the Year and Break-through Destination of the Year for the Port Macquarie region in a collaborative partnership with Destination Store and Leonards Media.
For more details, visit https://www.venturethekimberley.com.au/
Source: Fred & Co
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