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

To solve a business problem

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.



  • Insights & Customer Research
  • Advertising

We make better things

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.

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 make things better

When you make good things bigger the results are going to be better, which they were.

Some of our other work

Collaborate. Ideate. Activate.

23 Kyabra St, Newstead, Qld 4006, Brisbane Australia

Brisbane based 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.