TOURISM AUSTRALIA:
BRAND STRATEGY
& CREATIVE PLATFORM

Tourism Australia needed to put Australia back on the map for British travellers. With European destinations growing in popularity and Australia slipping out of Britain's top 10 holiday choices, the challenge was to make a long-haul destination feel culturally relevant and impossible to ignore.

We identified Australia's greatest advantage: Ausiness. An optimistic, irreverent spirit that offered Brits an escape from the uncertainty at home.

We brought that to life with Matesong, a three-minute musical starring Kylie Minogue, inviting Britain to escape to Australia.

To maximise fame, we partnered with ITV to take over the entire ad break immediately before the Queen's Christmas Day speech, launching the campaign the day before one of the biggest holiday-booking moments of the year.

-Australia became the #1 searched holiday destination in the UK & globally

-Over 46M organic online views