Daydream Island Campaign
Daydream Island is a tourist destination in the Whitsundays’ that has been catering to families and couples since it opened in 1932. In 2017 cyclone Debbie wreaked havoc on the island, damaging the hotel’s structures and all but wiping out its delicate ecosystem. 2 years, and almost $140 million of renovations later, Daydream Island re-opened to the public in April 2019. To coincide with the launch, Interbrand Australia was tasked with creating an advertising campaign that would broaden the appeal of the island beyond its traditional audience of families and honeymooners. To do this, the campaign played on the whimsical name of the island, encouraging viewers to stop, take a second, and let their mind wander away from the worries of everyday life to the pristine, white sand beaches of Daydream Island. To this end, the ads were designed with cool, calming colours, abstract aerial photography and imaginative language to engage the senses.