Helping a 70 Year Old Brand to Feel Small Again.

With rides and attractions, including the world’s steepest railway, Scenic World provides a unique way to experience the natural wonders of the world heritage listed Blue Mountains. However it found itself viewed as a one-ride wonder with many people not aware of its full offering.

Unlike other attractions, the rides at Scenic World only serve to enhance and highlight the awe-inspiring scale and sensory overload of the natural wonders in the surrounding valley. It’s an experience that is difficult to put into words and one that even imagery can struggle to convey.

Our creative insight was that each of the different rides and walks enable you to see the valley from a completely new perspective, allowing you to appreciate just how big the world we live in really is. 

It’s a feeling most of us haven’t felt since childhood. An emotion that can only be described as ‘feeling small again.’

Rather than just depicting the scenery, the campaign conveys the emotional response the experience creates, by featuring visitors and rides being overpowered by the epic landscape.  

Feel Small Again was brought to life in outdoor, press, radio and digital channels.

Reaching new heights

To date, visitation has been up over 9% year on year, a strong indication that the powerful emotional benefit has resonated well with consumers.