Supermassive has announced it has been appointed as the creative partner for an upcoming global project led by Tourism Tropical North Queensland (TTNQ), following a competitive pitch.
The agency will develop ideas for global roll out in key markets, with a focus on sustainable tourism.
Lani Strathearn, general manager of marketing, TTNQ, said: “As we reconnect with international markets, we are looking for innovative ways to cut through the competitive landscape and align with shifting consumer behaviour, to ultimately drive greater sustainable travel.
“The team at Supermassive demonstrated that they understood the complexities of this challenge, and presented us with standout ideas.”
Supermassive co-founders Laura Aldington, Jon Austin and Simone Gupta said: “We are beyond thrilled to be representing such a unique, important and beautiful part of Australia. The team at TTNQ’s ambition to drive awareness and impact as an eco-travel destination through a combination of thoughtful strategy and non-traditional creativity aligns perfectly with our mission.”
This win for Supermassive comes after the agency was named the creative agency of record for P&O Cruises back in August.
The agency will oversee the repositioning and relaunch of the 90-year-old Australian brand, resulting in a new brand platform, brand identity and refreshed creative output across all channels.
Supermassive launched in June 2023 with an ambition to set a new benchmark in effective non-traditional advertising and earned media.
Co-founder Laura Aldington said: “A study by the World Advertising Research Centre (WARC) of the 100 most effective campaigns concluded that ‘the most effective ads, all over the world, no longer look like ads. The top campaigns frequently used fame-building tactics, often built on a highly PR-able idea, with media in support; sociability, spin, salience and spectacle.”
“Supermassive’s mission is to partner with brands who share our belief that to be effective, they need to entertain more than interrupt; lean into popular culture and not compete with it; outsmart when they can’t outspend, and make people want things by making things they actually want. We combine disciplined brand strategy with deep-earned expertise and put it in the hands of a creative leader with an exceptional track record in this space,” Aldington added.