The Arts Centre Trails Campaign

One of the many beautiful aspects of The Arts Centre is the diversity of experiences that you stumble upon when wandering through the many alleys, doors and corridors of the precinct. No two visits are the same.

We leant on this insight when asked to develop a campaign that would help foster greater exploration of the centre.

Following real customers around the site, we turned their visits into signature trails to illustrate the variety and combinations of experiences that can be had. We then executed the campaign through an out-of-home and digital campaign, as well as on-site activations so visitors could follow the trails of Joshua, Deirdre, Viana, Chelita, Rhys, Malia and Noah.