Tourism WA was seeking a series of activations to promote the East Kimberley tourism industry. The activations form part of the existing Wander out Yonder campaign developed by Tourism WA to support intrastate travel to remote WA destinations.

The activation arm of the campaign was designed build desire for an East Kimberley holiday and drive short-lead bookings for the 2021 season. The target audience identified by Tourism WA was high value travellers (HVTs) across the Perth metropolitan


Hunter's approach

Hunter developed two experiences to be activated across shopping centres in Perth's metropolitan: the Unwind Lounge and the Wander Tunnel. Delivered together, these activations aimed to highlight the experiences of the East Kimberley — the luxury feel of being in an El Questro campsite, and the excitement of exploring the East Kimberley's vast landscape.


The Wander Tunnel allowed patrons to walk through and immerse themselves in the sights and sounds of the Kimberley through a 5metre tunnel that projected the landscapes of the Kimberley within it. At the end of the tunnel, guests had the option of relaxing in the 'Unwind Lounge' where they were able to sit down and r'n'r in true East Kimberley style.


To target the demographic required, Hunter activated the Wander Tunnel and Unwind Lounge over three weeks at three different shopping centres: Claremont Quarter, Booragoon and Enex.

Untitled design (1)_edited.jpg