“You haven’t just grown our socials. You’ve changed our culture as well.”
Adventure Park is Victoria’s largest water theme park, and a go-to summer destination. With over 20 rides and record breaking waterslides, the park is recognised as a key player in the state’s tourism industry and a major summer destination for all ages.
Over the 2024/25 summer season, Arthur St was engaged to create content and manage the park’s organic social media presence across Facebook, Instagram and TikTok.
Disciplines
Social Media Strategy
Social Media Management
Content Creation
The Challenge
While the rides might draw the crowds, it’s the people behind the park who create the experience. The challenge was to translate this into social content and shine a light on the human side of the business which historically had not been shared.
We needed to communicate the brand’s human-centred roots, spotlighting the personalities, quirks and energy that make the park feel alive. This meant shifting the focus from generic promos to real people, real moments, and real stories.
The Solution
The thinking
Our goal was to bring the faces behind the fun Adventure Park into the forefront and build a deeper emotional connection with audiences, especially on platforms where authenticity reigns. In a tourism landscape that’s often saturated with slick visuals and polished ads, we set out to make Adventure Park feel like someone you knew. Not something you saw.
The concept
Social media is social first. Where users connect with people, not places.
With mic’d-up team member videos, our content captured the energy of the park through the people who bring it to life. We prioritised authenticity over aesthetics, speed over scripting, and relevance over routine.
That meant jumping on trends as they happened, employing social listening tactics, and prioritising native social-first video across Facebook, Instagram and TikTok to reach and engage new audiences.
The Result
Over the 2024/25 summer season, our people-first content strategy delivered strong results across the board. The content generated high visibility, engagement, and drove business outcomes with over 5.7 million+ organic views across TikTok, Instagram, and Facebook
But the impact went deeper still, igniting a positive cultural shift within the team. By putting the team at the heart of the content, we didn’t just grow Adventure Park’s social presence, we shifted how the business saw itself. Social media became a source of pride and connection, not just another marketing channel.
As the client put it:
“You haven’t just grown our socials. You’ve changed our culture as well.”