Overseas road trip
- Client
- Sealink
- Deliverables
- Digital
- Display
- Media deployment
- Outdoor
- Photography
- Pre-post production
- Radio
- Social media
- Sound design
- TVC
Challenge — While the pandemic restricted overseas travel, SeaLink aimed to combat the impending winter low season by promoting Kangaroo Island to South Australians and enticing visitors from the eastern states as borders reopened.
Strategy
WO capitalised on the desire for escape, branding Kangaroo Island as an “overseas” destination accessible via the SeaLink ferry. Beginning with outdoor and display advertising, the campaign quickly evolved into a targeted video campaign for the eastern states.
WO created an animated storyboard to visualise packing an island’s worth of activities into a short trip. Pre-production involved close collaboration with SeaLink, leading to a five-day shoot covering various activities for two demographic groups: young families and senior couples. The production team captured over six hours of footage, supported by a drone team.
The two TV commercials were distributed via targeted social media advertising, including pre-roll and on-demand video.
Radio Ads by WO. Sound Design by SeeingSounds.
Outcome
The campaign resulted in a 200% increase in bookings and passenger growth from NSW and VIC, exceeding client objectives. Engagement with the ‘Overseas Road Trip’ landing page surged, with visits up 171% from NSW and 111% from VIC.
The surplus of footage collected during production became valuable in generating additional campaigns in the following years, including the latest in 2025.
"SeaLink saw over 200% booking and passenger growth during the campaign period from NSW and VIC. This greatly surpassed the objectives of the campaign..."
PHIL BOYLE, EXECUTIVE GENERAL MANAGER – CUSTOMER, SALES & MARKETING, KELSIAN
WO travelled from end to end of the island over the course of five days.