For this campaign, Travel. Our Way. is treated as its own entity and title - so this means breaking a few usual grammatical rules. Using this consistently will create a brand association for South Australia and a strong call to action for our target audiences.
Industry can use these campaign message guidelines in their own communications and include examples of curious and unique locations and experiences.
Some examples:
‘AWARENESS’ HEADLINE EXAMPLE
Travel. Our Way. South Australia
‘CONSIDERATION’ HEADLINE EXAMPLE
Travel. Our Way. for the ultimate road trip itinerary.
Travel. Our Way. for pool parties full of furry friends.
‘INTENT’ HEADLINE EXAMPLE
Book now to Travel. Our Way.
When writing the headline our rules to apply are as follows:
- Capital T
- Full stop after ‘Travel’
- Capital O
- Capital W
- Full stop after ‘Way’
- Option A: First letter of next word if part of a sentence remains lower case (despite coming after a full stop)
- Option B: First letter of next word can be capital if it is starting a new sentence.
On your social channels, you can use the Travel. Our Way tone of voice to provide your audience with a reason why they should Travel. Our Way. and visit your business/venue/product and region.