Active holidays are a fast-growing tourism market segment. Auswalk has provided guided and self-guided walks within Australia for over 30 years and have continued to grow steadily over time. However, with a sharp increase in demand, Auswalk was suddenly faced with new competitors challenging their position as market leader. With their brand looking and feeling a little worn and very dated, we needed a complete brand rejuvenation.
With a great service offering and an extensive range of walks, Auswalk needed a platform to speak to new and growing audiences outside of its core customer base. To do this, we refreshed the brand with a focus on the intimate connection between walkers and the natural environment around them,
The new brand was communicated to all the customers over a seven week period, prior to the launch, which incorporated brochures, film, website and EDM.
The customers were then segmented and targeted with a range of specific messages, through a wide variety of different mediums to maximize the actual awareness and the understanding.