The #Gift

A gifted family experience at the Queensland Museum Crocodile Exhibition

The Industry

Museums, arts, culture and family attractions

The Influencers

Parenting, travel and lifestylecreators with family-focusedaudiences and a strongQueensland presence (3K+followers), reaching key familydecision makers across Australiaand New Zealand

Ready to Contra Gift?

The challenge

Queensland Museum wanted to showcase the fun andexcitement families share at its exhibits, and to bring moreparents and kids through the doors of its Crocodile Exhibition.The opportunity was to reach families already in Queensland, aswell as those visiting the state, and inspire them to make themuseum part of their plans. In most households the decision toplan a family day out sits with parents, so reaching thataudience authentically was key.The challenge was to create content that felt genuinely fun,family-friendly and educational, while reaching a niche, highlyengaged audience that could see themselves booking their nextvisit.

The solution

Queensland Museum partnered with #gifted to run a targetedgifting campaign, inviting families to experience the CrocodileExhibition for themselves and share it with their communities.Visitors were taken through time to discover the story andlifecycle of the crocodile, immersing parents and kids in thewonder of one of Australia's most powerful animals and buildinga real appreciation for the power of nature.The campaign focused on parenting, travel and lifestyle creatorswhose content and communities aligned with the familyaudience the museum wanted to reach. Working directly withthese creators delivered authentic, high-quality content andstrong reach into a niche, engaged audience, encouraging morefamilies and visitors to attend.