01 / DREAMHAVEN - BRAND & CAMPAIGN
01 / DREAMHAVEN - BRAND & CAMPAIGN
A clearer brand.
A campaign built to carry it.
A clearer brand.
A campaign built to carry it.
Brand improvement and an integrated national campaign
Brand improvement and an integrated
national campaign
THE CHALLENGE
THE CHALLENGE
An established brand needed a more distinct position.
An established brand needed a more distinct position.
Dreamhaven had already launched under an established Australian manufacturer. To reach younger couples,
first-time buyers and exploration-focused travellers, it needed a clearer identity of its own and a better path from interest to enquiry.
Dreamhaven had already launched under an established Australian manufacturer. To reach younger couples,
first-time buyers and exploration-focused travellers, it needed a clearer identity of its own and a better path from interest to enquiry.
THE WORK
THE WORK
From intention
to a clearer path.
Client-side strategy leadership strengthened Dreamhaven’s positioning and customer journey, working with appointed creative and media partners.
From intention to a clearer path.
Client-side strategy leadership strengthened Dreamhaven’s positioning and customer journey, working with appointed creative and media partners.
Positioning & messaging
Positioning & messaging
A clearer reason to choose Dreamhaven.
A clearer reason to choose Dreamhaven.
Website & enquiry journey
Website & enquiry journey
A more consistent path from browsing to enquiry.
A more consistent path from browsing to enquiry.
Paid media & content
Paid media & content
Campaign and social content shaped around the audience and its reasons to travel.
Campaign and social content shaped around the audience and its reasons to travel.
Email & CRM
Email & CRM
Follow-up that kept interested people engaged.
Follow-up that kept interested people engaged.
Print built presence. Digital created action. The website guided enquiry. CRM kept the conversation going.
Print built presence. Digital created action.
The website guided enquiry.
CRM kept the conversation going.
THE NATIONAL CAMPAIGN
THE NATIONAL CAMPAIGN
From a clearer brand to a connected campaign.
From a clearer brand to a connected campaign.
A News Corp partnership put the direction into market. Pre-promotion began a week before launch, followed by 23 days of newspaper coverage across Australia, excluding WA.
A News Corp partnership put the direction into market. Pre-promotion began a week before launch, followed by 23 days of newspaper coverage across Australia, excluding WA.
THE CHANNELS
THE CHANNELS
Newspaper print
Newspaper print
SMS campaign
Radio + TVC
SMS campaign
Digital OOH
Digital OOH
Radio + TVC
THE RESULTS
THE RESULTS
800%
800%
entry growth
entry growth
158%
158%
more webpage views
more webpage views
67%
67%
cta continuation
cta continuation
+230% email opens +300% new-market traffic
+230% email opens +300% new-market traffic
One brand.
Every channel had a job.
One brand.
Every channel had a job.
Project attribution
This work was completed in a previous client-side role and is shown as evidence of experience brought to 30TEN. Strategy, creative development and delivery involved appointed creative, media and production partners. Brand names and campaign assets remain the property of their respective owners.
Project attribution
This work was completed in a previous client-side role and is shown as evidence of experience brought to 30TEN. The rebrand and launch were delivered with internal teams and appointed creative and production partners. Brand names and project assets remain the property of their respective owners.