Adventure and travel media company We Are Explorers have created a new campaign to promote Lake Macquarie as a weekend destination while encouraging younger visitors to explore the range of thrill-seeking activities it has to offer.
We Are Explorers’ in-house content agency Explorer Studios, specialists in creating outdoor, adventure and travel based content and campaigns, were appointed by the NSW Government’s tourism and major events agency Destination NSW in conjunction with Lake Macquarie City Council to produce the campaign following a competitive pitch.
While popular with Sydneysiders, around 70% of visitors to Lake Macquarie only spend the day in the region which is located 90 minutes north of the city. The ‘Love the Lake’ winter campaign was designed to raise awareness of the nature and adventure experiences available to the 18-35 year old demographic, such as abseiling beside a waterfall in the Watagans National Park, kayaking to sand islands on the lake, surfing the iconic Catherine Hill Bay or watching the sunrise from natural beach caves at Caves Beach.
The 30 second video, which includes a 15 second cut down and a further three themed spots, will run across Facebook and Instagram. An original music track, produced by Rumble Studios, was commissioned to accompany the video.
Says Henry Brydon, founder, We Are Explorers: “Lake Macquarie is a destination which has way more to offer than just the largest saltwater lake in the southern hemisphere. We were tasked with showcasing the range of experiences Sydney escape artists can collect there within one adventure fuelled weekend. Working alongside Destination NSW and Lake Macquarie City Council, ‘Love the Lake’ captures these epic moments that can be found just 90 minutes from Sydney.”
Brydon founded We Are Explorers in 2014 after two years cycling 38,000kms from London to Sydney. Starting out as an adventure and travel website to ‘unleash the explorer in the everyday Australian’, the platform has evolved to reach more than one million Australians a month through its inclusive and highly visual take on the outdoors. It also offers content creation, branded partnerships and bespoke experiences across Australia and New Zealand with current clients including Tourism NT, Tourism Tasmania, Vanuatu Tourism, Kathmandu, North Face, Patagonia and Canon.
Says Brydon: “Since starting the business we’ve partnered with a number of tourism, adventure and related brands wanting to inspire consumers with authentic content and communications that encourage them to get out and explore what Australia and the rest of the world has to offer. We are delighted to have worked collaboratively with Destination NSW and Lake Macquarie City Council to shine the spotlight on this special part of the state.”