Cotton on Body and the Bali Bible use the power of millennials and diversity to promote new campaign
Cotton on Body and the Bali Bible have joined forces to launch their new body positive tourism campaign.
The campaign aims to direct tourism back into Bali following the Lombok earthquakes.
The 'Sunny State of Mind' campaign features prominent online influencers to push their message regarding women empowerment and embracing diversity.
“It was important that we represented & hosted women who were strong, empowering and stood for a wider message. We couldn’t have asked for a better partner in The Bali Bible to help us bring the range and experiences to life and one that shares our support of diversity and positive body image,” says Cotton On Body marketing manager Kylie Blatsis.
For both businesses, young female millennials are the biggest drivers. The Bali Bible said that 76% of its deals have been purchased by females and 64% of its 850k Instagram followers are females aged 18-34. Cotton On Body’s Instagram targeting a similar demographic has a following of 379k.
“Cotton On Body’s brief was terrific and allowed us to showcase Bali's cultural elements along with picturesque locations. With the recent Lombok earthquakes, we wanted to be on the front foot and show that Bali is still a great travel destination,” The Bali Bible marketing specialist Lauren Treweek says.
