With a growing portfolio of beer brands - Lion Co needed to reposition James Boag as a more premium beer to defend a higher price point. With our audience already living refined lifestyles with instant access to great food and experiences, we saw the opportunity to connect them with rugged pursuits not found from city life. At the heart of the campaign was a suite of rugged-luxe Tasmanian travel itineraries made in partnership with Tourism Tasmania. Each itinerary offered unique rugged luxe experience in the Tasmanian wilderness - with the customer journey connecting to activation operators and travel partners.