Its Better Outside Communications Campaign

Showcasing South Australia's best nature destinations for families

Winter 2020 saw SA families emerging from COVID lockdowns to face school holidays with no major events and limited travel options. Cue #ItsBetterOutside, a campaign encouraging families to get into local nature.

With funding from SA Tourism Commission, advertising agency Show Pony developed campaign concepts, video, and marketing creative for not-for-profit Nature Play SA.  Nature Street Creative was engaged by Nature Play SA to develop and implement digital campaigns through website content writing, email marketing, and social media (organic and paid strategies). NSC worked alongside Minka Creative Studio who led website design and creative marketing graphics to facilitate campaign delivery. 

A key part of the project saw NSC generate concepts and write website content on SA's best family nature destinations, comprising 11 articles sharing over 100 places for families to visit in all seasons. Features include SA's best beaches, bike rides, bushwalks, picnic destinations, camping spots, creek walks, and national parks. Two articles, sharing Adelaide's best waterfall walks and nature playgrounds, saw social media reach over 100K per article.

The #ItsBetterOutside campaign strongly resonated with family audiences, demonstrated by record website visitations, social media reach, engagement, and follower growth for the organisation.