Australia – Australian beer brand XXXX has launched a campaign that asks its customers to propose ideas for the ideal desert island experience. These ideas may then be made real on an island on the Great Barrier Reef.
The XXXX Island concept will use ideas submitted via the brand’s website to create the ‘ultimate destination for mates’, with the best idea winning a trip for four people to the island.
‘We wanted to create something larger than life, something that gave Aussies the chance to get away and hang out with their mates,’ says XXXX marketing manager Anna McMillan.
Aimed at promoting XXXX’s Gold brand, this is a great example of a brand harnessing consumers’ increasing desire for experience-based travel to create a buzz around its products.
For more on emerging travel and hospitality trends, read our Travel & Hospitality Futures report.