Recognising the opportunity to elevate QLD Music Trails’ reach and appeal, we engaged former NRL legend Sam Thaiday as an ambassador for The Outback Trail. Sam’s involvement was pivotal in amplifying our message, as we leveraged his established audience through his Instagram, where he shared highlights of the trail experience and behind-the-scenes content. In addition to promoting the trail, Sam visited key outback locations, engaging with local tourism associations and showcasing the region’s unique offerings.

Sam also played an active role in motivating audiences to share their journeys, fostering a sense of community and connection. This strategy not only boosted engagement and brand visibility but also cultivated a shared conversation, allowing both Sam’s and our own audiences to feel personally connected to the QLD Music Trails experience.

This collaboration was instrumental in driving awareness, increasing audience engagement, and strengthening the bond between the QLD Music Trails brand and its target audience, all while enhancing our content strategy with fresh, authentic perspectives.