Rottnest Express: Client Case Study
Updated: Feb 16
Rottnest Express is one of the prefered ferry services to Rottnest Island in Perth. They have a range of other services including, adventure tours, bike and snorkel hire and bus tours.
Just like the rest of the travel industry, COVID travel restrictions had placed uncertainty on the business as many customers during Summer were usually International tourists. For the 2020/2021 Summer period, J&A were tasked with persuading WA locals to visit Rottnest Island for the day on Rottnest Express.
J&A pinpointed the incentive to travel to Rottnest involved using what we were lacking: tourists. In consultation with a local, awarded Creative Director, the memorable campaign centred around the key message ‘Quick, before all the tourists come back’ showing idyllic Rottnest Island with minimal people.
Development of the creative campaign brief and channel requirements
Identifying the unique selling proposition
Negotiating the media mix with Perth media buyer to optimise the client spend
Creation and management of the campaign rollout calendar including digital video, display, search, radio, website banners, email marketing and social media ads plus organic content.