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Direct response ads

Designed to appeal to independent travellers (as opposed to tourists) and holidaymakers looking for ”the trip of a lifetime”, these ads had to communicate that this would be no mere holiday, but rather an "experience", taking them off the beaten track, into the heart of the “real Australia” and revealing the hidden gems on offer.

I devised 4 concepts to work alongside editorial features, each one addressing a key subject. Designed utilising the client’s own stock photography, the campaign used a versatile palette of bright colours and a friendly, hand-written headline style.

The result was an inspiring set of ads that managed to be sophisticated, yet at the same time, typify Australian laid-back charm.