Tourism Tropical North Queensland: End-to-End Campaign Management
Tourism Tropical North Queensland:
End-to-End Campaign Management
THE PROJECT
The Lifetime of Greatness Project is a global campaign led by Tourism Tropical North Queensland (TTNQ) to support and spotlight the Great Barrier Reef.
The aim of this campaign was to build global momentum through high-impact storytelling.
In partnership with Supermassive and Chisel, our role was to lead the social media strategy, content creation and campaign management across Instagram, TikTok, YouTube, and stakeholder partner channels.
Content created included a hero film, case studies, stakeholder interviews, and behind-the-scenes material from shoots on location at the Reef, in addition to content creeted by partners and talent.
THE APPROACH
We developed a comprehensive Brand Look & Feel Book for the campaign to ensure a polished and cohesive presence across all social media touchpoints. This guide was designed to bring visual consistency and elevate the storytelling impact of the campaign’s content
Key inclusions:
Instagram Grid Design: A curated layout strategy balancing brand storytelling, ambassador content, and campaign messaging for a clean, visually harmonious feed.
Carousel and Reels Templates: Editable Canva templates for both static and motion content, designed to maintain brand consistency while allowing flexibility for storytelling across posts and video.
Logo Usage: Clear guidance on logo placement, sizing, and treatment to ensure consistent and appropriate brand application across all formats.
Video Intros/Outros and Animations: Social-friendly animated bumpers for reels and short-form content, helping reinforce brand recall. Motion treatments and transitions to elevate storytelling while staying on brand.
THE RESULTS SO FAR
GOAL
MEASURE OF SUCCESS
As of 5th May 2025
Increase awareness
Reach / views
1M (77.8% from ads)
Increase education
Engagement (likes, comments, saves & shares)
3.5k (36.1% from ads)
Inspire action
Clicks to the website & signatures / visitation consideration to the GBR (measured via positive comments)
28 tagged posts supporting the nomination and 50+ tagged stories using the template assets from the website
194 external link taps
