Freycinet Experience Walk

Joan Masterman OAM and Ken Latona were pioneers of eco-tourism in Tasmania, establishing “Cradle Huts Walk” in the late 80s. Five years later they co-founded Friendly Beaches Lodge which received the RAIA’s inaugural award for sustainable architecture. No internet. No phone reception. No mains electricity. The perfect place for a digital detox.

Prospective visitors are lured by a clarion call, “Come to your senses”.  We made it the theme of a new story in five chapters–destination, lodge, walk, people, food. 25 years of photography were rationalised to fit. Physical marketing materials must be kept to a minimum but some keepsakes are introduced in the form of souvenir aluminium water bottles and t-shirts. Satisfied visitors became ambassadors, taking the message home. A souvenir envelope includes a selection of postcards and maps for future reflection. A highly targeted print advertising campaign knows exactly who it is talking to. A branded vehicle fleet drives the message even further.

In a world where time seems to be speeding up, taking a moment to read is becoming a luxury. With this in mind, the new website took an editorial approach. Rich location photography with engaging copywriting. Sounds more like a magazine encouraging visitors to explore everything this pristine environment has to offer.