The Waterfall Way connects Armidale to Coffs Harbour. Armidale Regional Council needed a platform to get East Coast road trippers to make a stopover to lift the decline created by the bushfires in 2019/20, and a lack of visitation due to Covid-19.
The Waterfall Way features over 185 km of waterfalls, national parks, hidden coffee shops and historic sites. It is a long road filled with a never ending supply of genuine, nature-heavy experiences.
To successfully compel road trippers to make the stopover, we needed a platform that would establish the Waterfall Way as NSW’s ultimate stopover destination and immediately differentiate the route from nearby competitors.
CV landed on, Where Wonder Runs Deep. A flexible platform that resonates with all types of travellers, it aimed to convey the neverending, genuine experiences found along the Waterfall Way in a way which was totally ownable.