Return To Rugged

James Boag

An integrated brand campaign to premiumize the new look James Boag by bringing to life its creative proposition “Harness the Rugged For People to Savour” through compelling provenance stories. The activity also needed to deliver a volume of social / digital content to last 3-6 months.

Our connection idea “Return To Rugged” was grounded in the fact that our audience live a busy yet refined lifestyle so we needed something that would appeal to their rugged / adventurous side – think Land Rover meets Bear Grylls.

Our approach was to partner another Tassie power brand – Tourism Tasmania, to give the campaign credibility, content, & incremental reach. It was through this partnership that we wanted to connect with consumers: inspiring (via stories) and enabling (via travel itineraries) our audience to get back to the elements and savour what rugged Tasmania has to offer – the landscape, the experiences, the people, and the beer.

During the activity period we delivered – 5.6 million Social Impressions, 550,000 Active Engagements, 415,000 Content Views (35% organic), 74% increase in engagement of content on the brands social channels, and, importantly, a 2 point uplift in the brands “premium” brand tracker statement was observed post the period.

1 x Hero Brand Film & Social Edits
3 x Character Portraits, Gifs, & Vignettes
3 x Character Bios Blog Posts
5 x Rugged Lux Itinerary Blog Posts
5 x Partnership Content Package (Bespoke Native Content)
5 x Influencer Partnerships delivering:
40 x social posts & 40 x social images for digital use
2 x Trip in a Minute Videos from BTS Influencer Initiative