A summer mantra: When it’s hotto we Rotto

News -
Journey Beyond’s Rottnest Express taps into a Western Australian rite of passage for its new seasonal brand campaign that’s both unforgettable call to action and summer mantra.

Rotto in summer. A classic Australian combination. Like snags on the barbie. Or Nan’s pav on Christmas.

For Rottnest Express’ 2025/2026 summer campaign we tapped into this culturally significant Western Australianism to celebrate everything about this unbeatable destination at this time of year. All while positioning Rottnest Express as the preferred tourism operator for getting there, on-island experiences and exclusive packages.

The campaign is executed with that laidback 70s summer feel in Rottnest Express red across an integrated mix of outdoor, social and digital placements and is in market now.

If you’re lucky enough to be in Perth this summer, head to the Rottnest Express website and get over there. If you’d like to talk about your next seasonal campaign, contact Alison now.