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NSW Government

Answer the Call

HOW WE INVITED SYDNEYSIDERS TO ANSWER THE CALL OF THE WILD IN NSW NATIONAL PARKS.

OBJECTIVE

NSW National Parks were under threat from decreasing visitation and therefore funding, with the largest decline coming from their younger visitors. We needed to get back on their radar. Our communications goal was to reconnect this younger, tech savvy audience with the great Australian outdoors, increasing visitation to NSW National Parks.

SOLUTION

We invited young Australians to answer the ‘call of the wild’ via a cutting-edge digital outdoor campaign. A series of video executions combined epic natural landscapes with ambient soundscapes, offering urbanites an immersive taste of the state’s national parks.

Shot by award-winning artist Murray Fredericks in the Blue Mountains and Tomaree National Parks, each execution employs stills, video and post production techniques to draw the viewer into a spectacular area of our national parks. 

results for the campaign