The goal of this poster campaign was to uncover the distinct tourism persona of the city of Penrith in Australia by embracing current perceptions and unearthing new opportunities, that will differentiate it from competing destinations, and establish how to bring that to life.
It was identified that Penrith is underestimated as a tourism destination; there are a wealth of stories no-one knows about. A positioning of “boundless adventure” was created; there’s so much you don’t know about Penrith. And so much you’ll be surprised to discover. Behind inconspicuous doors; around unassuming corners; down unbeaten paths – you’ll find one common thing: a completely new perspective. The posters focus on showing the adventure available to visitors, rather than telling.
A full marketing and communication plan was subsequently created to develop deeper local connections and draw a variety of new audiences.