Australia’s North West (ANW) has launched a dynamic new campaign aimed at positioning the Kimberley region as the ultimate destination for soft adventure holidays. Titled “Give a Kimberley Holiday a Crack,” the initiative seeks to challenge the perception that the region is too remote or costly, inviting travelers to explore its stunning landscapes and unique experiences.
Developed by Fred&Co Digital, the campaign has already seen significant success, with engagement levels up by 77% compared to the previous year’s efforts. The campaign speaks directly to key travel segments, using a playful and distinctly Aussie tone to capture the region’s adventurous spirit.
A standout feature of this year’s campaign is the introduction of The Dream Maker—an AI-powered holiday planner that simplifies trip planning by offering personalized suggestions to potential visitors. This innovative approach highlights ANW’s commitment to meeting the increasing demand for AI-driven travel services, positioning the Kimberley as one of the first Australian regions to integrate such technology into its tourism strategy.
Bill Tatchell, CEO of Australia’s North West, praised Fred&Co for uncovering new, lesser-known adventures across the region. “From birdwatching and waterfall walks to fishing, hidden waterways, and romantic stays, the campaign captures the Kimberley’s true character,” Tatchell said. “We’re a bit off the beaten track, but once visitors arrive, they’re hooked—and this campaign is designed to help them discover that.”
To drive local tourism, the campaign features a Deals page on its dedicated microsite, offering exclusive promotions. Additionally, ANW’s Partner Program enables local businesses to invest in digital ads tied to the campaign, driving traffic to their individual websites.
The microsite also provides detailed travel guides tailored to different adventure segments, as well as the visually captivating Venture e-magazine, designed to inspire and inform potential travelers.
Building on the success of past Kimberley campaigns, the 2025 initiative spans digital, out-of-home (OOH), radio, and email marketing channels. Media partners Big Head Digital and Leonard’s Advertising Media are working with Fred&Co to amplify the campaign’s reach.
Fred&Co continues to push creative boundaries in destination advertising, earning multiple accolades for their innovative campaigns in both Australia and the UK.
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