Inspiring Journey’s experiential Kakadu Cab campaign a proven hit for Arnold Furnace

Kakadu is one of those places most Aussies would love to visit but because it is on their doorstep, they put it off and opt for a foreign holiday instead. This was the challenge facing Arnold Furnace earlier in the year when tasked with promoting Inspiring Journeys’ Top End itineraries.

WATCH INTRO VIDEO

WATCH IVY’S JOURNEY

WATCH CHRISTINE’S JOURNEY

WATCH GENSON’S JOURNEY

WATCH GEOFF’S JOURNEY

Says Cameron Brown, senior copywriter, Arnold Furnace: “We always knew if we could get people to Kakadu, Inspiring Journeys’ itineraries would sell themselves. The brand boasts extraordinary small group, experiential journeys in some of the world’s most amazing places, the problem has always been opening people’s eyes to that within Australia.”

The novel solution came in the form of The Kakadu Cab – an unmarked Sydney taxi that offered anyone who got in two choices; either be driven to their destination just like a normal cab, or get whisked off on a three day adventure around the Northern Territory’s Top End, courtesy of Inspiring Journeys.  

The only catch was they had to leave immediately.

Four couples said yes to the opportunity and were driven directly home to pack before being whisked off to the airport, and onto Kakadu where they embarked on their Aussie adventure. The whole trip was documented with the footage then turned into webisodes detailing their experiences and individual journeys. The result sees four short videos showcasing each winner’s Kakadu experience, plus one introductory video encapsulating the entire competition, now available to view on Inspiring Journeys’ YouTube channel.

Says Jeff Lim, head of marketing, Inspiring Journeys: “The Kakadu Cab webisodes do a fantastic job of highlighting the beauty of Kakadu as well as showcasing Inspiring Journeys’ experiential tours. Best of all, they immediately trigger your desire to visit Kakadu and remind you of the need to do this now rather than waiting until later in life to explore your own backyard.”

The Kakadu Cab campaign is being soft launched this week, with a bigger PR and social media push scheduled for early next year in line with the launch of Inspiring Journeys’ 2013 brochure.    

Says Tom Spicer, executive creative director, Arnold Furnace: “The Kakadu Cab was a great way of getting people to jump out of their everyday routine to do something truly rewarding. Taking these couples up to Kakadu and filming them on an actual Top End package gave us fantastic content to showcase Inspiring Journeys and its unique offering to an international audience. At its heart, The Kakadu Cab asks people to make a choice between responsibility and adventure and we could all use a bit more of the latter.”

Arnold Furnace team:

Media: 303 Lowe, 2Day FM