SAS 2015
Nature Connections represents all of Wellington's premier outdoor experiences.
For the 2015/16 summer marketing campaign,
SAS partnered with Storybox to deliver a distinctive campaign, based on a simple insight:
Kids + outdoors
= imagination
This led to the creative theme "Bring Your Wild Things Out" - a call to kids, and parents alike, delivered through a range of tactical channels.
SAS 2015
The campaign launched with a social video - targeted to 'Facebook mums' who organise and research on social media - and are always looking for rewarding and beneficial family experiences.
The campaign theme - and the effect nature has on kid's imaginations - were brought to life emotively, and beautifully, to inspire further sharing of this hero content... and further research on the campaign site.
SAS 2015
A series of print executions - delivered through poster, press and also adapted for online and social media - highlighted the specific benefits of imagination, learning and physical activity - and visually brought the effect of a kid's 'nature connection' to life.
'Discover magic's natural habitat'
SAS 2015
A series of print executions - delivered through poster, press and also adapted for online and social media - highlighted the specific benefits of imagination, learning and physical activity - and visually brought the effect of a kid's 'nature connection' to life.
'Discover where
games are never over'
SAS 2015
A series of print executions - delivered through poster, press and also adapted for online and social media - highlighted the specific benefits of imagination, learning and physical activity - and visually brought the effect of a kid's 'nature connection' to life.
'Discover where
"awesome" really lives'
SAS 2015
But while we showed imagination, we also rewarded kids in the real world. A series of 'wild things' was developed, one for each partner location... and kids were given clues both on site, and through our online campaign, on where they might find one (and then add more to their collection) at the ten Nature Connections partner sites.
SAS 2015
Kids 'caught' the monsters by tracking them down - and uploading the evidence with the hashtag #wellingtonwildthings - delivering further social media content throughout the campaign.
SAS 2015
And at every physical site - and front and centre on our campaign web page - a Wellington 'adventure map' gave visitors to one site, an overview of all the other experiences on offer. Downloadable as a pdf, it also contained simple information around travel, accessibility and experiences at each site – to help parents plan their next wild day out.
