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.