Royal Botanic Gardens Victoria — Seasonal Brand Campaign
Delivered an integrated, multi-channel campaign positioning Melbourne and Cranbourne Gardens as premier summer destinations. Work spanned strategy, creative direction, social media, influencer collaborations, and experiential activations.
Key Components Included:
360° Strategy & Creative Direction
Led comprehensive campaign strategy including core messaging, audience segmentation, and content planning across paid, earned, and owned channels.
Influencer & Social Activation
Curated strategic partnerships (Australian Open, Visit Melbourne), generating over 10M impressions and producing viral influencer content.
Segmented Content
Crafted targeted creative assets for families, wellness enthusiasts, culture lovers, and gardening communities.
Experiential Events
Conceptualized and delivered dual-site media days and immersive activations to build on-site engagement and social visibility.
Additional Campaign Reels
Moonlight Cinema: Wicked
Aboriginal Heritage Walk
Musician Bush Trick
Campaign Visuals
Scrim Banner
Visitors Centre Creative
Lockscreen
Social Asset
Website Screenshots
Homepage
Segment Specific Landing Pages
Campaign Results
35% Increase in Visitation
10M+ Influencer Impressions
Major Brand Collaborations
Gardens’ First-Ever Dual-Site Media Days
20+ Viral Influencer Reels