Spicers Retreats has upped the ante with a new $1 million brand awareness campaign, A Beautiful Adventure, to entice travellers to experience new sensations among the 10 luxury retreats and nine fine dining establishments within the Spicers portfolio.
Working with acclaimed director Mark Toia and creative visionary Nic Harman for the brand TVC, Spicers Retreats Creative Director Kristin Bonner wanted to tap into the human desire for adventure – in whatever form.
“People are ultimately ‘sensation’ seekers and the thirst for new experiences is part of our DNA,” she said.
“Everyone’s version of an experience is a little different: for some, it’s a helicopter ride, for others, it’s a quiet moment watching wild kangaroos at play, or trying a new dessert.”
‘A Beautiful Adventure’ was shot across several retreats, including the recently opened Spicers Tower Lodge and Spicers Guesthouse in the Hunter Valley and Spicers Peak Lodge in Queensland’s Scenic Rim.
To bring the creative to life, Spicers Retreats worked with Brisbane-based Scout Frontier media agency, investing $1 million in above-the-line media to grow brand awareness across key markets and running the campaign across BVOD, out-of-home, print, social media and high-impact digital environments.
Spicers Retreats Marketing Director Sue Johnson said: “Spicers is all about getting people out and experiencing what our stunning locations have to offer.”
“We want people to go on an adventure with us – whether that’s trying food you’ve never tasted before or a thrilling helicopter ride.”
Founded by Jude Turner in 2022, Spicers Retreats also operates Queensland’s first and only Great Walks of Australia: the Scenic Rim Trail.
To discover more, visit spicersretreats.com
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