AQWA

Facing declining visitation and increasing competition in 2017, AQWA needed a reset. We came in to redefine the brand and connect with new audiences. Today, that partnership continues, with ongoing campaigns, creative, and content keeping AQWA fresh, relevant and top of mind.

What we did

  • Animation
  • Branding
  • Campaigns
  • Digital Content & Socials
  • Outdoor Advertising
  • Radio Advertising
  • Signage
  • Social Media Advertising
  • Television & BVOD
  • Website

Clarity meets curiosity

Balancing playful moments with clear, user-friendly navigation, AQWA’s site makes it easy to explore, plan and book, while still capturing the sense of wonder that defines the AQWA visitor experience.

Check out the website

AQWA Foundation

From conservation action to community education, the AQWA Foundation exists to protect WA’s marine life. We’ve helped to bring that mission to the surface, creating communications that build awareness, inspire appreciation and give greater voice to the importance of WA’s unique marine environments.

'Did you know?' featured on Best Ads On TV

The beauty of AQWA’s appeal to young families is the built-in renewal – every year, a whole new wave of kids discover it for the first time.

That insight shaped a campaign designed to last. By speaking directly to children through playful, character-led animation, the work stays fresh, relevant and engaging year after year – giving the creative a longevity that has gone well beyond a single season.

“We’re so glad that the Lateral team’s creative genius is being recognised by industry! We’ve loved working with you all and we’re excited for the next big ideas you have in store for us... Hats off to you guys… you’ve all done an amazing job!”

Verity Nelson, AQWA

Building the future, sustaining the present

In 2026, AQWA announced a major redevelopment and expansion. We’re now navigating the challenge of maintaining visitation throughout the build, while beginning to evolve the brand. Our focus is on sustaining engagement in the short term, while progressively modernising how AQWA is perceived in the lead-up to its new facilities.

Next Stop, AQWA!

With a major redevelopment on the horizon, we were tasked with re-engaging audiences beyond AQWA’s core family market. We created a commuter-focused campaign built around the question, ‘Is your next stop AQWA?’, designed to intercept people in their everyday journeys and prompt reconsideration.

At the heart of the campaign was the WA cuttlefish – a striking, distinctly local species that reinforced AQWA’s unique proposition: an experience showcasing marine life found only in Western Australia.

Seasonal storytelling that sparks curiosity

We partner with AQWA to bring each season to life, creating vibrant campaigns, educational materials and interactive displays that spark curiosity. From playful storytelling to immersive experiences, everything is designed to engage visitors, inspire learning and keep the wonder of the ocean front of mind.