Voyages Indigenous Tourism Australia Invites People to Discover Ayers Rock Resort with Innovative ‘Just Wow’ Brand Platform

How do you describe the slack-jawed, weak-at-the-knees wonderment of a place as special as Uluru? The first time you encounter it, a million words race through your mind, but all you can mutter are two: Just…Wow. ‘Just Wow’ is the new brand platform BMF has developed for Uluru | Ayers Rock Resort since winning the Voyages Indigenous Tourism Australia business last year.

As part of the creative process, BMF and Voyages Indigenous Tourism Australia involved the local Anangu community in the creation and production of the platform. The team were fortunate enough to collaborate with the Anangu Iwiri choir which composed a bespoke piece of a cappella music for the films. The song, in Pitjantjatjara, translates as 'come and see our beautiful country.'

David Roberts, creative director, BMF, said: “Just Wow says everything about Uluru, the place and its people. We hope it inspires everyone to get Uluru off the bucket list and go experience the magic for themselves.”

Aisling Colley, deputy head of account management, BMF, commented: “From receiving the pitch brief to getting the work into market, it has undoubtedly been a ‘just wow’ experience. It has however, been an incredibly hard feat to emulate the feeling of Uluru in an advertising moment – how do you promote such a grandiose destination with legitimate authenticity? With ‘Just Wow’, I’m confident we have landed with a positioning that is unexpected for the destination, but also reveals the breadth of experience on offer.”

“Our new brand platform is a beautiful evolution of our marketing approach; transforming to be incredibly bold, unique and ownable, as opposed to passive as we once were." added Ana Sofia Ayala, CMO, Voyages Indigenous Tourism Australia. "Engaging local Anangu throughout our journey was the key to making this truly stand out from the tourism advertising norms and enabled us to intertwine local food, local talent and local stories in the work. The intent is for this new platform to actively get Uluru off the ‘bucket’ list and onto the ‘now’ list, showing travellers that there’s so much more to experience than just the rock itself. We’re actively driving a sense of urgency to encourage visitation to one of the most iconic destinations in the world.”

The new brand platform will go live in Australia across print, OOH, TVC, social, BVOD and owned channels.