Make a splash and cool off at the Sea Museum this summer with Wonderwater a fun-filled festival for all the family.
Wonderwater was the Australian National Maritime Museum’s summer programme for families and children.
The museum became a carnival with roving performers, hands-on activities, live sailing, and incredible interactives across the site with record visitation.
The marketing campaign sought to depict the experiences visitors have when they visit the museum, the intimate experiences they share and the memories they make together.
To achieve this we partnered with SBS in the development of a campaign style that focused on the connection between people.
This creative concept featured a series of still images of various scenes from Wonderwater with quick cuts to an upbeat music track, this matched the pace of a fun day out that was vibrant, fun and family friendly.
The use of still images suggested a moment captured and gave a sense of nostalgia.We were lucky enough to work with ready made talent as a family that encapsulated the mood for summer that were active, playful and fun.
We were eager to ensure Wonderwater stood apart from our typical summer school holiday programme and captivated our target market with not just an exciting offer but an exciting look and feel.
Working with a contract designer with experience working with child focused brands we developed a campaign logo and creative style that contained features drawn from the physical site including the inflatable tentacles.
Together with our interactive producer we developed and animated version which proved popular in our campaign and a great way to activate the site digital screens.
The Wonderwater marketing campaign focused heavily on the conversion layer of the funnel making best use of digital across Meta, Instagram, TikTok, Youtube and the Google Search network.
Our messaging focused on the urgency of getting a Wonderwater ticket for the brief period during the summer the programme was live.
At the consideration layer of the funnel we focused on paid and in kind editorial content working with a series of media partners including Time Out ensuring visibility of our summer programme when visitors were looking for activities to do.
Due to a limited marketing budget we limited out of home promotion to on site activation using our key areas of the museum building to display the campaign brand.
If you like what you see and want to work together get in touch!
