Elements of Byron Bay

Historically, winter has been Elements of Byron’s quietest season. To counter this, the resort has run an annual 30-night giveaway to drive database growth and social engagement. While successful in the past, recent booking trends showed a need for a fresh approach—one that didn’t just grow the audience but converted them into future guests.

Over two sprint blocks, Studio Untitled developed a refined campaign concept and creative direction, designed to enhance engagement and segmentation. From there, we expanded the project into three additional sprint blocks, designing and developing a custom interactive entry platform that did more than collect details—it identified guest preferences. Entrants curated their dream Byron Bay getaway by selecting from locally sourced products to ‘pack’ in their suitcase, with their choices feeding into a segmentation system that categorised them into key audience groups: couples, wellness seekers, families, and group travellers.

Beyond the entry experience, we provided the Elements team with a complete campaign execution toolkit—strategy, tone of voice guidelines and EDM flow maps that ensured sustained engagement beyond the giveaway. The result? A campaign that didn’t just build a database but created meaningful connections with future guests, ensuring Byron’s winter escape was more enticing than ever.