From off-grid retreat to viral destination

Gilay Estate

Quirindi in rural NSW, Australia, is probably not the first place you’d think of as a holiday destination. Yet by crafting a brand around its unique mix of setting, luxury and escape, Gilay Estate has quickly become a destination in its own right.

Launched 2024

RURAL NSW, AUSTRALIA

OUR ROLE

Strategy · Brand · Experience

FEATURED:

GOURMET TRAVELLER | CONCRETE PLAYGROUND | VISIT NSW | TOP 10 AIRBNB IN THE WORLD

ESCAPING THE EVERY DAY

We leaned into what made Gilay Estate truly special— a luxurious stay in a serene setting — crafting a brand that conveyed ‘escape’ at every touchpoint, from the digital experience and tone of voice to the tactile finishes and textures. Our proposition of ‘escaping your every day’ encapsulated this, making the experience feel not only luxurious but also distinctive.

VISIT FOR THE RELAXATION, STAY FOR THE CHARM

While the accommodation is impressive, we knew we also needed to emphasise the location, highlighting the best of Quirindi as an appealing destination. We did this by creating a guide to the area and illustrating a map to speak to the town’s character.

Since its launch, Gilay Estate has maintained an impressive 80% occupancy rate and was proudly voted one of Gourmet Traveller’s Top 10 Tiny Home Holiday Destinations.

BACK TO ALL PROJECTS