December 1, 2020

Gumbuya World

Campaign Objective:

Gumbuya World, Victoria’s only water, wildlife and theme park, boasts unique attractions that range from family fun rides and a huge pool to amazing Australian wildlife experiences. The team from Gumbuya World approached Nine Plus to drive awareness and ticket sales for the lead-up to the summer holidays, their busiest period. In response, the Nine Plus team developed a TV schedule  focused on tapping into the family segment. Nine Plus used a combination of assets on the Today Show as well as a heavy TVC presence during family movies across the Nine Network.


Campaign Outcome:

With a strong focus on the family market, Today delivered great awareness in the lead-up to the summer school holidays and throughout.


Over the summer period Gumbuya World website traffic grew by 38%, with a 45% increase in January when the campaign was at its peak. This also translated into a 40% uplift in ticket sales for summer 2020-21, a great result considering Gumbuya been closed for over seven months during COVID and had to restore its brand awareness.

  • Agency or Direct


  • Client

    Gumbuya World

  • Date of Activity

    December 2020 – January 2021

  • Media Format


  • Budget

    Under $100,000

  • Category

    Amusement Park

Campaign Creative

15 Second Television Commercial

Broadcast across Channel 9, 9Go!, 9Gem, 9Life, 9Rush, and digitally on 9Now.

30 Second Television Commercial

Broadcast across Channel 9, 9Go!, 9Gem, 9Life, 9Rush, and digitally on 9Now.

Hear what the Client had to Say

“With summer being a critical period to Gumbuya World, it was important to make an impact and keep the brand top of mind throughout the whole period.

Aligning with a reputable media brand like Nine and the right programming, such as the Today Show and family movies, proved to be the perfect placement to get in front of our audience.

The Nine team made every effort to get to know the brand so they could deliver a schedule which was the right fit, quickly get our awareness up and keep it there all summer.

The campaign ended up delivering some great results from both a sales and awareness perspective.

Gumbuya World really values the Nine Plus relationship which will no doubt continue for many years to come.”

Kirsty Balthazaar-Proctor
Marketing Manager

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