Parks Victoria engaged The Primary Agency to help build patronage for their new ‘glamping’ initiative in its key locations at Wilsons Promontory, Cape Conran and Buchan Caves in East Gippsland, Wilderness Retreats offer a comfortable, environmentally friendly camping experience as close as you can come to a 5 star camping experience.

To make our adventurous target audience aware of this unique experience a series of full colour advertisements were placed in the travel sections of newspapers and magazines. These were complemented by a website, brochure and gift voucher. Occupancy has exceeded 90% in the eight months since launch.