Award-winning Kimberley tourism campaign returns

An award-winning tourism campaign featuring the charming adventures of a retired couple travelling the Kimberley Region of Western Australia is back.

The original Magic Kimberley campaign produced by Australia’s North West in 2019 was awarded the gold medal for Destination Marketing at the WA Tourism Awards and is in the running for the national awards to be presented next month.

Magic Kimberley – The Sequel launched today with a five-minute online video featuring much-loved characters Denise and Michael returning to the region for a new adventure on the Gibb River Road.

The Kimberley is renowned for its epic, ancient landscapes and Aboriginal history and culture, and includes destinations such as the Gibb River Road, Fitzroy River, Bungle Bungle Range, El Questro Station, Lake Argyle and the Mitchell Plateau.

Australia’s North West (ANW) CEO, Natasha Mahar, said the Magic Kimberley campaign had struck a chord with holidaymakers with its combination of authenticity and humour set against the unique Kimberley backdrop, and so bringing Denise and Michael back for a
follow-up campaign was an easy decision.

“People really loved Michael and Denise and how relatable they were as a typical ‘grey nomad’ couple and so the campaign proved highly successful, with the win at the WA Tourism Awards reflecting this,” Ms Mahar said.

“We’re operating in a difficult time for tourism in Australia with a range of factors impacting our industry, and so it’s really important we encourage people to be holidaying at home and supporting our many great tourism business operators.

“This campaign aims to encourage travellers, and particularly the 55-plus self-drive market, to make their dream a reality by experiencing the Kimberley’s incredible gorges, waterfalls, rivers and waterholes, Aboriginal culture and outback station life for themselves.

“We’re also really proud that both campaigns were produced on a minimal budget using local talent, including Kununurra residents Judy and Steve Farquhar who play Denise and Michael, and award-winning Broome film and production company Feral Films.”

Magic Kimberley – The Sequel will be rolled out online and on social media from Tuesday 18 February, supported by a range of material including advertising, itineraries, blogs and a cooperative partnership with travel wholesaler Broome, Kimberley & Beyond that will provide special offers for consumers and additional marketing support. The campaign can be viewed online here – https://www.australiasnorthwest.com/magic-kimberley

 

ENDS

 

Media Contact:
Natasha Mahar
Chief Executive Officer
Australia’s North West Tourism
P: 08 9193 6660
M: 0455 333 877
E: ceo@australiasnorthwest.com

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