Objective
Travel is increasingly competitive, and Australia has a reputation for being only one kind of destination. Tourism Australia needs to make Australia feel as cool, comfortable or mind-blowing as anywhere else in the world.
Insight
International audiences don’t want to be sold to, they want to be let in. The earned channel is the way you become a place people choose, not a place people are pitched.
Idea
We develop the strategies, ideas and content that earn Australia attention globally, from monthly Hot Lists, to creator reels, to international trade activations in every priority market.
How it earned attention.
Of unbroken global earned partnership
3 yrs
Significant rise in consideration in priority markets
Lift
Increase in travel into new interest areas
Lift
