Outback Spirit is one of Australia’s leading experiential tour operators. Working closely with Traditional Owners, they have created a network of exclusive travel routes and lodges that takes guests deeper into the country’s most wild, rugged and ancient regions.
It’s an experience like no other, and that truth became the focus of Outback Spirit’s new brand platform, inviting people to come find that special thing themselves on an unforgettable 4WD adventure through the great Australian outback.
The brand platform launched with a TVC spot that used Geoffrey Gurrumul’s ‘Child of Rainbow’, a song that perfectly captures the essence of what it means to ‘find your Outback Spirit’ and was rolled out nationwide alongside a fully integrated campaign.
As part of the brand evolution a new visual identity was developed, bringing the design language and elements into a more contemporary space to engage younger Australian Baby Boomers.
Since launch, the ‘Find your Outback Spirit’ platform has achieved record sales weeks and continues that success well into the brand’s fast selling 2024 season.