Reflections Holidays
We positioned Reflections as the launchpad for adventure with a story-driven trek along the Hume & Hovell that inspired over a million Australians.
Reflections wanted to be known for more than campsites — they wanted to be seen as the spark that ignites adventure in Country NSW. To do that, we needed a story that felt raw, human, and impossible to ignore.
So we hit the track. Over seven days our crew of explorers hiked 100km of the historic Hume & Hovell, travelling unsupported between Reflections properties at Burrinjuck, Tumut, and Wee Jasper. The mission wasn’t just to complete the trek — it was to capture its soul. Landscapes, wildlife, campfire chats, aching legs, and all.
From this journey came a wave of storytelling: cinematic reels and carousels, journal-style articles that went deep, and practical guides that made the adventure accessible. The campaign stretched across editorial, EDMs, social, and digital placements — each piece anchored by lived experience, not stock polish.
The response was electric. Read times smashed benchmarks, reels clocked hundreds of thousands of plays, and emails landed with open rates north of 65%. In total the campaign delivered over a million impressions and engagement rates more than three times industry standard.
Most importantly, Reflections was recast in the minds of travellers: not just somewhere to stay, but the launchpad for real, boots-on-the-ground adventure.
