James Boag ‘Return to Rugged’

James Boag ‘Return to Rugged’

Return to Rugged is a communications platform developed to help drive the premium credentials of James Boag and justify a premium price point with drinkers.

With research suggesting our audience already live a refined lifestyle yet they still yearn to connect to rugged pursuits, our approach was anchored in creating experiences for James Boag drinkers.

Return To Rugged champions a return to the purity of the Tasmanian elements, activated via a partnership with Tourism Tasmania, creating rugged luxe travel experiences and further partnerships with influential content creators & brands Land Rover, Canon & MJ Bale.

The campaign achieved 5.6 million social impressions, 550,000 social engagements, 125% increase in website dwell-time and contributed to a 3pt increase premium brand credentials.