The West Coast Wilderness Railway hadn’t been running for many months due to track remediation work and change of operators. We needed to get tourists and locals back on board.

This was achieved through engaging the senses by telling the story of a world-class rail journey through brutal terrain, rich history and unique scenery — an essential experience for Tasmanians and visitors alike.

With a high percentage of occupancy over that first summer of relaunch, the campaign was a huge success.