APPROACH

The Hello Yellow project began with a workshop led by Em, where she defined the brand’s identity and strategy using tools such as brand archetypes, competitive positioning maps, customer personas, and value propositions. These exercises brought clarity to the brand’s personality, audience motivations, and unique benefits, laying a strong foundation for the campaign’s success.

From the workshop, the team developed a strategy that reimagined “Hello Yellow” as a journey to joy, highlighting the emotional and experiential elements of the Canola Trail. This approach framed the trail not simply as a scenic route but as an uplifting, joyful experience greater than the sum of its parts. The concept deeply resonated, transforming the campaign into a celebration of happiness, well-being, and the sense of discovery that comes with exploring the three shires.

Developing copy and visual assets was instrumental in bringing the brand to life, from directing every detail of the campaign shoot to crafting evocative, almost poetic language that captured the essence of the region. Additional assets—including logos, typography, color palettes, and playful illustrations—translated the brand’s spirit into a distinctive and memorable visual narrative. These elements ensured every touchpoint—from marketing materials to digital presence—authentically and powerfully conveyed the brand’s story.

The branding work was the cornerstone of the PR and comms success, ensuring it was primed for effective outreach. Strong visuals and rich content made every media pitch and social media post engaging and relatable, capturing the attention of key audiences and media outlets alike.

Media placements on high-profile platforms, tailored content for regional outlets, and a strong social media presence maximised exposure and made for genuine connections. The seamless integration of branding and PR ensured the campaign not only reached the right audiences but left a lasting impact, reinforcing the Canola Trail as a joyful and must-visit destination.

OUTCOME

As the first phase of the “Hello Yellow” project concludes, the Canola Trail has achieved remarkable progress in spotlighting the Riverina region and its attractions. The campaign’s standout objective was achieved, securing a feature on Tourism Australia’s social media channels, reaching over 5 million followers and fulfilling a long-held aspiration. This achievement amplified the Canola Trail’s visibility on both national and international stages, driving interest and tourism. Further elevating the campaign, Country Style magazine showcased the Canola season with a cover shoot that celebrated five local businesses and their contributions. With ongoing collaboration and passion from all stakeholders, the momentum will continue to position the Riverina as one of Australia’s premier destinations.

Body of work included:

→ Ideation, creative direction, production and output for both the campaign and the full-scale website development.

→ Launched a new website: Led the design and development of a dynamic, new website that radiates the energy of the ‘Hello Yellow’ campaign.

→ Developed media strategy: developed individual media pitches targeting outlets , strategically tailored to resonate with regional audiences, and distributed them to a robust network of media contacts.

→ Developed comprehensive media and social media toolkits: Curated and distributed extensive media and social media packs featuring targeted key messages, high-impact visuals, trending hashtags, and media releases—disseminated across over 200 influential media and tourism outlets.