Fred&Co has been working with Australia’s North West for over 3 years. Building on two highly-successful campaigns, the 2025 campaign positions the Kimberley as Australia’s ultimate soft adventure wilderness destination.

The idea centres on “Give a Kimberley Holiday a Crack”, and the campaign is helping smash the perception that the region is too remote or expensive. With an unmistakably Aussie tone, it speaks directly to key traveller segments, inviting them to dive into the Kimberley’s epic landscapes and unique adventures.

In a major first, the campaign also introduces The Dream Maker – an AI-powered holiday planner chat, designed to simplify trip planning. Fred&Co recommended the tech innovation to meet surging demand for AI-driven travel searches, making Australia’s North West one of the first regions to integrate AI into its tourism strategy.

To drive bookings for Australia’s North West (ANW) members, the campaign includes a dedicated Deals page on the campaign microsite. Additionally, the ANW Partner Program allows members to invest in their own digital ads under the campaign’s theme, directing traffic to their individual websites.

To further inspire and inform travellers, the campaign microsite features adventure segment travel guides and the visually stunning Venture e-magazine, packed with inspiration.

The 2025 rollout spans digital, OOH, radio, and email marketing, driving traffic to a dedicated microsite.