A Bear(Grylls)-sized campaign for NRMA Parks and Resorts

Agency News

Bear Grylls activity at NRMA park
August 10, 2022

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NRMA Parks and Resorts’ exclusive Bear Grylls Survival Academy experience has seen thousands of guests take up the unique offering, within just months of our team developing and driving the sub-brand—Kids vs Wild—across social media, display advertising and paid search.

The Kids vs Wild action-packed four-part survival and adventure program, at select NRMA Parks and Resorts locations, invites children to take part in nature-based challenges, activities, and obstacles. Each 60-minute survival lesson has been designed by Man vs. Wild adventurer, Bear Grylls, and is run by an elite team of survival experts.

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With a limited timeframe and minimal visual assets, our team created the Kids vs Wild sub-brand, and multiple visual assets across video, motion graphics, and still imagery to engage and motivate NRMA Parks and Resorts’ target audiences.

These creative assets were delivered to audiences through a strategic media strategy, aimed at increasing awareness and interest in the new program through social, display and search advertising, as well as a competition mechanic to maximise and expedite campaign outcomes.

Four months from the launch date, over 1200 children and 100 parents had already joined the Kids vs Wild program during their stay at NRMA Parks and Resorts, thanks to strong campaign results that saw a pick-up in both initial bookings upon launch and bookings for future stays.

NRMA Parks and Resorts Paul Morton says our cross-channel branding and media campaign made a strong impact.

Guerrilla’s paid social media strategy and creative assets suite, which included brand videos and stills, successfully drew interest and engagement from new and existing audiences of NRMA Parks and Resorts."

- Paul Morton — Brand and Partnerships Manager

Much like Bear Grylls’ motto—Life is an adventure that is best lived boldly—our team rose to the challenge to create a brand, assets and strategy to help excite and delight NRMA Parks and Resorts’ littlest guests and families looking for a new holiday mission!

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