HUNTER VALLEY

CHALLENGE

To re-ignite Sydneysider’s love for the Hunter and to change perceptions of the region being ‘tired’. With many stakeholders involved, we also needed to show the region was about more than just wine.

INSIGHT

It’s human nature to want to live ‘the good life’. Sydneysiders in particular yearn to get away from it all, to live it up and enjoy care-free indulgent moments with partners and friends.

IDEA

‘Here’s to the good life’ was our new positioning for the Hunter. We then posed a series of questions to viewers using the Hunter as a backdrop. This provided a platform where we could drop in the the many and diverse experiences to be found.