Client: QLD Music Trails – The Outback Trail
Role: Content Ideation, Scriptwriting, Copywriting, Social Strategy, Filming, Editing

To increase awareness of The Outback Trail, we partnered with NRL legend Sam Thaiday as ambassador, leveraging his influence alongside compelling storytelling and local tourism highlights.

We produced a digital travel series capturing Sam’s journey along the trail, using “Sam’s Cam” to showcase outback destinations, the people he met, and unique experiences. The content embraced an unfiltered, authentic style, prioritising genuine moments over polished production.

This immersive approach invited his online audience to join the adventure in real time while encouraging trail participants to engage with and share their own stories online.

Impact

• 📸 +111% increase in Outback Trail Instagram followers

• 🎯 +10.4% growth in QMT’s overall IG audience

• 💬 +47% engagement spike on social content

• 👥 Reached 160,000+ users through Sam’s campaign