Liquid was briefed to develop a summer campaign to engage regional areas with the C.C. brand and support those disproportionately affected by the myriad challenges of 2020 — COVID-19 and the bushfires.

In response, we teamed up with tourism not-for-profit Empty Esky and TV personalities Adam and Symon of Gogglebox fame, to launch the C.C Regional Tour, unearthing the hidden gems of the regions and visiting C.C venues along the way. With a host of social content developed per trip, the tour was amplified extensively across owned, paid and partner channels — putting regional Australia firmly in the spotlight after a year of major headwinds.