Case study

Dairy Australia: Dairy Destinations

Have Australians re-appraise the value of dairy by highlighting award winning dairy products and their source of origin, encouraging Australians to explore the sights and tastes of Australia’s dairy industry.

Approach

Australians have a love of two things. Food and a great road trip experience. Think winery tours and weekends planned around the latest gastro-pub. We love nothing more than an excuse to explore and share our insta-worthy experiences with friends and family.

We established a strategic partnership with Airbnb to curate a series of dairy road trips, showcasing a selection of experiences peppered with cheesemakers, ice-creameries, kids dairy tours, roadside milkshake hotspots and dairy farm stays.

Treating the campaign like any other destination marketing brief, we developed an integrated PR, social and influencer campaign kicking off with an activation and media launch (The Milk Bar), media and influencer famils and designed a website to showcase the itineraries.

Outcome

Includes:

  • 87 earned media hits to date
  • 4+ million earned media reach
  • 230 consumer attendees over 2 day event
  • Significant boost to website traffic both across Destinations landing page and Airbnb landing page
  • 100% key message retention across all earned and social coverage
  • Cemented ongoing partnership with Airbnb.

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We acknowledge the Traditional Custodians of the land on which we work and live, and recognise their continuing connection to land, water and community. We also pay our respects to Elders past, present and emerging.

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