The Biggest Pass — The ultimate big idea reboots sales for an Aussie icon

It’s more worrying for a brand to be overlooked than underloved.

So Dreamworld was looking to freshen things up to cut through in a competitive category. Especially to promote their annual pass offering. But they didn't want to get caught in a price based yelling match with the opposition.

Instead, we flipped the playing field and claimed the high ground. It was indisputable that Dreamworld was Australia’s biggest theme park, with a whole world of fun in one place. And when it comes to fun, less is definitely not more.



  • Insights & Customer Research
  • Advertising

So whether it was online, on the ground at Dreamworld, or in the skies over the Gold Coast, we went BIG. We even launched Australia’s biggest pool party. The campaign was unmissable and the message unmistakable.

And when you make good things bigger, the results are going to be better. Which they were, with the platform boosting annual pass sales, park attendance, and revenues for the summer season.

Some of our other work

Collaborate. Ideate. Activate.


(07) 3852 5642

23 Kyabra St, Newstead, Qld 4006, Brisbane Australia


(02) 6202 8200

16/9 Beaconsfield St, Fyshwick ACT 2609

Khemistry is part of Asia-Pacific-wide marketing and technology group, GrowthOps. Together, we can help your organisation build and launch transformational products, acquire and retain new customers, and boost capability and performance.