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Getting back to market with Tourism Australia’s restart campaign

Thursday, October 20, 2022 Favorite

tourism australia campaign brief

Tourism Australia’s first global marketing campaign since borders reopened earlier this year signals the beginning of Australia’s full-scale return to the international visitor market. The campaign will work to re-engage visitors with Australia’s unique offering and drive future bookings for 2023 and beyond.

“This campaign works with proven themes which will resonate across our major international visitor markets, helping to drive recovery and the future of our industry’s growth,” ATEC Managing Director Peter Shelley said today.

“Come and Say G’day recognises the icons which work to create a compelling reason to travel to Australia while promoting us as a friendly, welcoming and enticing destination.

“As a marketing strategy, the CGI technology in this campaign will connect with a broad range of potential visitors, cutting across language and cultural barriers.”

Mr Shelley said international holidaymaker numbers were slowly increasing month on month but the real ground will be made over the coming year as airline capacity increases and the industry starts to re-establish its market presence.

“Traditionally there is a long lead time between customer engagement, booking and arrival in Australia and today’s campaign will be delivering the customer of 2023 and beyond.

“ATEC, and tourism businesses across the country, are excited to have Tourism Australia back to its focus of promoting our destination and helping to rebuild our valuable export industry.

“As an industry worth more than $45bn in earnings prior to covid, tourism export is a vital part of our economy and an important employer across the country, particularly rural Australia.

“Building demand and the customer of the future is a valuable investment and our industry stands ready to welcome the world.”

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Tourism Australia invites the world to ‘Come and Say G’day’ in global campaign via M&C Saatchi

Tourism Australia is launching the next instalment of its global ‘There’s Nothing Like Australia’ brand platform today via agency M&C Saatchi, with ‘Come and Say G’day’, a new multi-market, mass awareness campaign inviting international travellers to plan and book an unforgettable Australian holiday.

The campaign introduces the world to new Brand Ambassador, Ruby, a souvenir kangaroo who is brought to life with CGI animation and is unmistakably Australian. Ruby, voiced by Australian actress and Tourism Australia’s Global Ambassador, Rose Byrne, was unveiled earlier this month as she hopped across billboards around the world in anticipation for the launch.

Central to the campaign is G’day, a live-action short film directed by acclaimed Australian director Michael Gracey (The Greatest Showman) and produced by FINCH, which aims to capture the world’s imagination with a global publicity and paid media launch strategy that mirrors a major film release. G’day the short film follows the unlikely friendship of Ruby and Louie, a toy unicorn voiced by actor Will Arnett who is a symbolic representation of an international traveller, on an incredible adventure around Australia.

Alongside other Australian icons, from destinations and experiences, to talent and music, Ruby will appear across a range of new campaign assets including TVCs (60’, 30’ and 15’), print, social and digital creative elements, including 3D billboards and high-impact Out of Home (OOH) advertising placements, in a channel mix that has been optimised towards driving attention, engagement, and awareness of the campaign across 15 key markets. Initial testing of the commerical1, which predicts its effectiveness, was overwhelmingly positive across Tourism Australia’s key markets.

Tourism Australia invites the world to ‘Come and Say G’day’ in global campaign via M&C Saatchi

Says Tourism Australia Managing Director, Phillipa Harrison: “Come and Say G’day is unashamedly and unmistakably Australian. After a challenging time around the world, our uplifting and joyful campaign will stand out in what is a highly competitive international tourism market.”

Tourism Australia’s Chief Marketing Officer, Susan Coghill said Ruby was both a joyful way to showcase the warm and welcoming nature of Australia, and to instantly connect with international audiences, with research showing that the kangaroo is Australia’s most recognisable icon and a clear representation of the country.

“The use of an animated character, such as Ruby, was a deliberate move that aims to cut through the clutter of destination marketing internationally. Ruby is a versatile fluent brand device that can live across all platforms and channels,” Ms Coghill said.

“In tourism advertising misattribution of destinations is extraordinarily high and the use of famous and recognisable Australian icons, such as a kangaroo, Uluru, Sydney Opera House and the Great Barrier Reef throughout the campaign ensures our assets are undeniably Australian. It reinforces existing memory structures with consumers, and reminds them of what they already know and love about Australia.”

Through talent, music and landscapes, Australia’s Aboriginal and Torres Strait Islander cultures feature prominently in the campaign, with multiple Indigenous Australian languages shared with audiences. Notably, a fresh new cover of the classic Aussie song ‘Down Under’ was produced in collaboration with Men At Work’s Colin Hay for the campaign.

Ms Harrison, concluded: “Another hero of the campaign is the remake of the Australian classic song Down Under by up-and-coming Australian band King Stingray, who sing in both English and Yolŋu Matha, an Indigenous language from northeast Arnhem Land in the Northern Territory.”

Tourism Australia invites the world to ‘Come and Say G’day’ in global campaign via M&C Saatchi

Come and Say G’day will be amplified through partnerships with State Tourism Organisations, key distribution and media partners and airlines including Australia’s flag carrier Qantas.

The campaign was created in collaboration with M&C Saatchi, and supported by Tourism Australia’s global agency village as well as specialised agencies that helped to bring the animation to life.

Says Cam Blackley, Chief Creative Officer at M&C Saatchi Sydney: “Campaigns of this scale and importance rarely come around and we feel blessed to have been entrusted with the creation of another epic that will help rejuvenate the tourism industry. This campaign is purpose built to work for audiences from east to west, above and below the equator and easily flex for cultural nuances and sensitivities.

“Come and Say G’day is full of bucket list moments from the director, to the actors, the characters and iconic locations. It’s been touched by a dedicated team of creative individuals and championed by a client that doesn’t just have a progressive vision for advertising but that also truly loves Australia and understands what it takes to motivate the world to visit.”

The ‘Come and Say G’day’ campaign is the first global campaign from Tourism Australia since 2016. The campaign will roll out across the world from 20 October 2022, with G’day the short film available to view on YouTube and australia.com/gday at 7:00AM (AEDT).

Creative: M&C Saatchi Sydney Film Director: Michael Gracey Production Company – Film and TVC: FINCH Animation Company: Platige TVC Music Score: King Stingray / Level Two Music Film Music Score: Jonathan Dreyfus and Amy Andersen, including William Barton, Frank Yamma, the Marliya Gondwana Indigenous Girls Choir and Iwiri Choir Stills Production Company: Photoplay Photography Photographer: Mark Clinton Producer: Ross Colebatch Media: UM (Global team) Digital: Digitas Public Relations: Poem (Global agency) / Ogilvy PR Social: Apparent

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How Tourism Australia's CMO combined data, gut, creativity and bravery to deliver its new global campaign

Susan Coghill talks to CMO about how the team landed on the latest 'Come and says G'Day' campaign, Ruby the kangaroo and its audience approach

Nadia Cameron

Foundational research, a classic approach to the marketing funnel, commitment to bold creative and a healthy dose of career bravery lie behind Tourism Australia’s latest global campaign, its CMO, Susan Coghill, says.

Tourism Australia officially took the wrappers off its new global campaign, ‘Come and say G’day’ on 19 October after previewing its new animated Australian mascot, Ruby, at an event led by the Minister for Trade and Tourism, Senator the honourable Don Farrell, in Tokyo last week.

The campaign is firmly aimed at attracting high-yielding international travellers back to Australian shores after pandemic lockdowns and conditions. Its brand cues and welcoming message are pitched as the next instalment in a series of welcoming and emotive campaigns going back to Australia’s Paul Hogan in the iconic tourism advertising of the 1980s.

The ’Come and say G’day’ campaign rolls out across 15 international markets from 20 October 2022, including Japan, the US and UK. It’s a multi-channel campaign, led by a short film directed by Michael Gracey and produced by Finch, and TVC (60 , 30 and 15-second versions). It’s also extending across out-of-home, print, social, digital, editorial and partner advertising.

The key element in the campaign is the new CGI animated souvenir kangaroo, Ruby, voiced by Australian actress, Rose Byrne. The creative focuses on Ruby’s back story as well as journey to iconic locations across the country alongside a second CGI character, Louie, a toy unicorn voiced by the decidedly raspy Will Arnett. The creative will be localised for specific markets, and Tourism Australia has confirmed Ruby’s voice will be done by Japanese actress, Maryjun Takahashi, for example.

To further deliver distinctiveness and an Australian quality to the narrative, Tourism Australia worked with local brand, King Stingray, on a re-interpretation of Men at Work’s classic song, Down Under. The singing is done in both English and Yolnu Matha, the Indigenous language from North East Arnhem Land in the Northern Territory.

In the lead-up to the global launch and film premiere, held in New York, Ruby has been hopping across billboards in multiple countries.

tourism australia campaign brief

Coghill well knows the decision to take a different approach to destination marketing and adopt an animated brand ambassador character is a brave one. But she notes the wealth of research backing it up as well as the need to cut through the sea of sameness as Australia truly opens its arms to international visitors.

“It’s a very different way to do destination marketing, a completely new direction for Tourism Australia, and I’m sure it will be the source of much debate,” she told CMO . “But creating a unique and distinctive way to tell our story in international markets, that will cut through the clutter, has never been more important with the tourism landscape more competitive than ever. And we know from research and the initial launch of Ruby in Japan, how much cut-through our animated kangaroo will drive now, and for years to come.”

Here, Coghill talks to CMO about the 18 months of planning leading up to the global campaign launch and what it has taken as a marketing leader to actually deliver it.

CMO: A lot of research has gone into formulating what is clearly a different strategy and direction for Tourism Australia. How much have you relied on data versus instinct for this campaign?

Susan Coghill : It’s been in three parts – it’s gut, data, gut. You come up with the hypothesis around how you address a marketing challenge; you go out and search for data to help validate or help support your position; then it’s ultimately around using your well-developed, well-honed gut based on years of experience and intuition to make a call.

This campaign is very reflective of that. We needed something that’s new, unique and different. We needed something unmistakable, distinctly and uniquely Australian. We know when it comes to tourism marketing, there is misattribution and it’s a very cluttered category. We wanted an idea you could not mistake for another set of beautiful beaches, food or wine.

But going into that, I’m a big believer in the research inputs into the beginning of a process and making sure you get the data points and insights upfront to inform the brief. We have done creative testing at the other end, which gives us confidence around how this will work. But we also invested over the past couple of years into foundational research, which helped inform the brief and our thinking, even at the executional stage.

Susan Coghill

First of all, the question was: How are we performing across the marketing funnel? We don’t have established rules of growth in tourism marketing you see in other categories. You think about packaged goods, for example, or automotive – there are often rules those brands live by or even rules they know how to break, in a way.

We didn’t necessarily have those or find those existing in tourism marketing. So we went back and said let’s do that funnel analysis and understand how we are performing, for example, in consideration, and where we might be leaking through the rest of the funnel. We did this on a market-by-market basis while also making sure we looked at our competition. This provided us with a very clear position on where we’re standing and where we need to win.

This year, it’s about winning in consideration. It’s about making sure we are, after being closed for two years, we’re back within the top two three destinations for high-yielding consumers considering the next longhaul holiday. Even that gave us focus on what type of creative do we need, what type of storytelling and media strategy when we’re talking about winning in consideration, as well how we work with the rest of our partners through the funnel if we’re flying at the top of funnel, for example.

We also needed to understand what the drivers are of destination choice for longhaul holidays. Not why they pick Australia, but generally speaking, how are high-yielding travellers choosing to go on holiday. How do we then compare, and how do our competition compare against this? This has helped us inform what experiences we showcase across the breadth of communications.

What about your creative approach?

Landing distinctiveness was incredibly important in this campaign. Ensuring we are uniquely Australia, but again, what does that mean in the minds of consumers around the world? Positions two, three and four in our brand codes for Australia can move, but honestly, number one is kangaroos.

We are incredibly lucky as a nation we have this adorable, optimistic, unique animal that can embody us. And particularly when you turn it into a character of sorts – you can imbue it with the culture and character as well as everything already locked around the kangaroo.

Being creatively ambitious is another key principle for us. Making sure we develop ideas help us transcend our media budgets is vital. We never have enough money for what we need to do, so we need to make sure our ideas are surpassing that.

We have looked at attention metrics as well, working with UM and the Amplified Intelligence team led by Dr Karen Nelson-Field to create an ‘algorithm’ to bring attention metrics into our planning. It’s not just about reach and frequency but understanding most attentive reach for our audience in our markets.

We rebuilt our audience as well of high-yielding travellers. For a long time, we talked about ‘high-value travellers’, which was a kind of psychometric model around consumer behaviour. Now, we have built out models around what we are calling ‘high-yielding travellers’. We’re able to work with media owners around the world to put spend data against this for behavioural targeting. It makes what we are doing more actionable as we move down the funnel, working with our partners.

To what extent have the consumer behaviours and values you’re now working sustained behaviours driven by the pandemic? As you say, we have to rebuild Australia as a travel market, but there are also fresh travelling trends to emerge from this last two-and-a-half years.

SC: Certainly, some behaviours which have changed – shorter booking windows, willingness to pay for premium, meaningful experiences. But some things are enduring in what people want to see and experience, such as nature and wildlife.

We are well-placed on the one hand, because Australia offers great nature and wildlife, meaningful types of travel with meaningful, Indigenous tourism experiences. Our wide-open spaces feel a little safer, versus crowded destinations. This even came through some of our brand tracking. But there are also challenges we have to face into. This requires us to invest in our brand and building our value proposition.

The truth is, travellers at the moment are staying a little closer to home and doing shorter trips. We need to make sure they understand the real value and unique holidays they can have in Australia.

Taking such a new direction as a destination marketer takes bravery. When do you know as a CMO you can something bold step like this? Is it tenure, the experience you have had at TA to this point? Or the burning platform of re-establishing Australia?

SC: There is the immediacy of that. For me personally and in my career, I was lucky enough to work early on with Apple and was there literally as Steve Jobs came back to the business as it was on the emergency room table. I saw the decisions the company made around investing in the brand and creating the emotional connection, which was very formative. At first, with true believers and business partners, then ultimately building off that success to launching new products, bringing in new users and becoming the Apple we know today.

I understand the power of storytelling – this is incredibly important to me. I believe in the commercial value of a strong brand and great creative to drive commercial outcomes. During my time at BBH, we talked about creative being one of the last brand levers and unfair advantages a business has to beat the competition. Then at my time at Qantas, using the ‘Feels like home’ platform to reconnect with consumers after the public perhaps lost some affection for the brand was so powerful.

Emotional connection and bringing my experiences and thinking into what we are trying to do has been key. We have had a tough couple of years as a nation. The world has too. It’s a strange global experience and one of the only times we’ve experienced such a situation in living memory. Knowing we have such a wonderful product and experience, I need to use everything I have to get that story and belief in Australia and tourism industry across. The best mechanism we have is to be creative, get attention, cut through and reward people for watching and engaging in our marketing with great storytelling and great characters. Then ultimately, they’ll see the experience lives up to the advertising.

Several elements in this campaign require more investment and time from the consumer with brand Australia. How is this balanced against more targeted engagement?

SC: We have thought through the customer journey as well. For those who come in at the early stages and watch the film, they do get the entertainment and reward. For consumers in-market who don’t necessarily take the first hook, we have a clear understanding of the consumer journey and where those touchpoints are for us to intercept them – we can show them new content, for instance.

We have the short film and an amazing set of trailers supporting it, which are very movie-like and humorous. All the ad units go from full 60-seconds and loads of cut downs, then we have those passion points and pillars represented as well. If you are a food and wine enthusiast and haven’t engaged with the global campaign, we have a clever set of assets which will appear to this specific passion point. So if we don’t get them first with G’Day, we can engage those consumers at other points.

And if we do get them at first, we’re able to retarget, based on signals, where we see them and behavioural cues. We can come in with adventure messaging, or the outback. We have so much different vision and creative to supports this.

In addition to advertising, we’re making sure our media strategy lives up to the creative idea. We have Rose Byrne going on the Jimmy Fallon Show on the 26 October as part of an integration with NBC. This will be shared in the show’s social channels, which are huge and global.

How have you approached global versus local in each key market?

SC: It’s the first time we have done a global campaign since 2016. With all the borders open for the first time, we felt the need to be warm and welcoming to everybody, throw our arms about everyone, if you will, while ensuring we have a diversified approach to travel. Because consumer confidence is growing at different rates.

The US and UK are certainly must-win markets for us this year. There are about 20 million high-yielding travellers in the US, so the potential remains strong and it’s a very solid market for us where we have strong ties to visiting friends and family, as well as a dispersing market for us. We are excited about trying to focus on getting that market back on.

Japan was another massive market for us in the 1980s and 1990s, so turning that back on again is key as there are a lot of high-yielding travellers. We have great experiences and offering for them plus an industry set up to accommodate them. Singapore and Southeast Asia are also high repeat travellers.

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Campaign Brief Asia

Tourism Australia’s global ‘Come and Say G’day’ campaign officially launches in China

Tourism Australia’s global ‘Come and Say G’day’ campaign officially launches in China

Tourism Australia’s global campaign, ‘Come and Say G’day’, has officially launched in China to remind Australia’s number one tourism market why there’s nothing like Australia and to encourage more Chinese travellers to plan and book an Australian holiday.

Come and Say G’day has been running in Tourism Australia’s key markets around the world since October 2022, with the exception of China, where travel was not possible at the time.

Tourism Australia Managing Director, Phillipa Harrison, said with aviation capacity between China and Australia recovering now is the right time to introduce the market to Brand Ambassador, Ruby the souvenir kangaroo.

Harrison said: “Tourism Australia has remained active in China over the past few years to keep the dream of an Australia holiday alive and we launched a tactical campaign, Don’t Go Small Go Australia, shortly after travel from China resumed.”

“We delayed our global campaign until aviation capacity between China and Australia could meet the demand. With the capacity returning to more than 50 per cent of 2019 levels this month, we believe now is the right time to invite Chinese travellers to Come and Say G’day.”

“Ruby the souvenir kangaroo is already proving to be a success in other key tourism markets around the world, with 59 per cent of those who have viewed the campaign saying it has made them more likely to take a holiday to Australia. Given this success, we are confident Ruby will be very popular in China as well.”

Tourism Australia’s official China launch of Come and Say G’day took place in Chengdu – the capital of China’s Sichuan province. Chengdu has become the go to Chinese city for global luxury brand launches as it has high impact 3D billboards that often capture national headlines in China.

VIEW THE FILM – CHINESE VERSION

Tourism Australia’s Chief Marketing Officer, Susan Coghill, said the Come and Say G’day campaign assets, which launched last year, have been tailored for China, with the television commercial and short film, G’day, translated in-language.

Coghill said: “Our beloved Brand Ambassador, Ruby the souvenir kangaroo, once again takes centre stage in the campaign, featuring prominently in a new series of creative assets designed to resonate with Chinese travellers.”

“This tailored and nuanced approach perfectly aligns with our vision for Ruby, allowing us to adapt her to different markets and cultural moments without the need for significant additional production.”

A senior delegation of Australian tourism and business events leaders travelled to China ahead of the campaign launch to meet with important partners. Tourism Australia will work with several partners in China as part of the Come and Say G’day campaign including, airlines and Key Distribution Partners such as retailers, wholesalers and online travel agents.

Credits Creative strategy and campaign development: M&C Saatchi Sydney Media planning and buying of all paid activity: UM

Tourism Australia’s global ‘Come and Say G’day’ campaign officially launches in China

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    The next phase of Tourism Australia's Holiday Here This Year campaign via M&C Saatchi Sydney has launched today, with ambassadors Hamish Blake and Zoe-Foster Blake showcasing some of Australia's most epic holiday experiences. ... Brought me back to Campaign Brief. Like it. Reply. Lost me says: May 6, 2021 at 11:28 pm ...

  4. Tourism Australia encourages Aussies to 'Give the ...

    Tourism Australia managing director Phillipa Harrison said the campaign, which has been launched today, is sure to get people excited and thinking about visiting new places, trying new things and visiting friends and family: "The pandemic has left people wanting to make up for lost time and giving a travel experience will help people do just ...

  5. Global campaign to invite the world to Come and Say G'day

    Alongside the global launch event in New York, local in-market media and viewing events will occur in Tokyo, Singapore, Mumbai, Frankfurt, Berlin, Paris and London. Come and Say G'day is Tourism Australia's first global campaign since 2016. It will run across key international markets from Thursday, 20 October 2022.

  6. New Campaign urges Australians to take an Epic Holiday

    The next phase of Tourism Australia's Holiday Here This Year campaign launches today, with ambassadors Hamish Blake and Zoe‐Foster Blake showcasing some of Australia's most epic holiday experiences. The new $9 million Epic Holidays campaign urges Australians to travel further, book a longer stay, and enjoy the benefits of a bigger ...

  7. Getting back to market with Tourism Australia's restart campaign

    Thursday, October 20, 2022. Favorite. Tourism Australia's first global marketing campaign since borders reopened earlier this year signals the beginning of Australia's full-scale return to the international visitor market. The campaign will work to re-engage visitors with Australia's unique offering and drive future bookings for 2023 and ...

  8. Tourism Australia invites the world to 'Come and ...

    The campaign introduces the world to new Brand Ambassador, Ruby, a souvenir kangaroo who is brought to life with CGI animation and is unmistakably Australian. Ruby, voiced by Australian actress and Tourism Australia's Global Ambassador, Rose Byrne, was unveiled earlier this month as she hopped across billboards around the world in ...

  9. Tourism Australia urges travellers to take an epic holiday in new

    Federal Minister for Trade, Tourism and Investment, Dan Tehan, said that now is the perfect time for Australians who have been holding out for a holiday, to take an epic one: "This new campaign aims to get Australians to travel further afield, take a longer holiday, and visit those parts of the country typically reliant on international tourism.

  10. Past Campaigns

    Past campaigns. Don't Go Small. Go Australia. On 13 February 2022, Tourism Australia launched a new campaign internationally to encourage travellers to book their next bi ...

  11. How Tourism Australia's CMO combined data, gut, creativity and bravery

    The 'Come and say G'day' campaign rolls out across 15 international markets from 20 October 2022, including Japan, the US and UK. It's a multi-channel campaign, led by a short film directed by Michael Gracey and produced by Finch, and TVC (60, 30 and 15-second versions).It's also extending across out-of-home, print, social, digital, editorial and partner advertising.

  12. Tourism Australia encourages Aussies to 'Give the ...

    The campaign was supported by Tourism Australia's agency partners M&C Saatchi Sydney, UM, Digitas, Ogilvy PR and FINCH. Says Mandie van der Merwe, executive creative director at M&C Saatchi Sydney: "Australia is the greatest gift shop in the world. It's full of the most incredible experiences with which to treat someone you really care about.

  13. Tourism Australia reveals new logo via Interbrand

    The new logo will be progressively rolled out, starting in Australia and across the Tourism Australia network of 12 international offices from December 17. The timing aligns with Tourism Australia moving into new corporate headquarters at 420 George Street in the Sydney CBD. Campaign artwork with the new logo will start to be used rolled from 1 ...

  14. Tourism Australia airs bespoke TV campaign during Neighbours finale in

    With iconic Australian export Neighbours set to air its final episode on Friday 29 July, Tourism Australia will show British viewers why there is more to Australia than Ramsay Street during a 30-second bespoke advert developed by CHEP, which will be shown during the grand finale on Channel 5 at 9pm.

  15. Tourism Australia says 'Don't Go Small. Go ...

    Tourism Australia via CHEP Network, is launching a new campaign internationally to encourage travellers to book their next big holiday to Australia, with international borders re-opening to all fully vaccinated tourists and other visitors from 21 February 2022. Don't Go Small. Go Australia is a $40 million campaign being rolled out into ...

  16. New Tourism Australia campaign urges Aussies to holiday at home to

    Australians are being encouraged to throw their support behind Australia's tourism industry in the wake of the devastating bushfires by holidaying in their own backyard in a new campaign titled 'Holiday Here This Year'. Tourism Australia's new campaign launched today, taps into the overwhelming goodwill and support for local communities ...

  17. Tourism Australia invites the world to 'Come and Say G'day' in global

    The campaign introduces the world to new Brand Ambassador, Ruby, a souvenir kangaroo who is brought to life with CGI animation and is unmistakably Australian. Ruby, voiced by Australian actress and Tourism Australia's Global Ambassador, Rose Byrne, was unveiled earlier this month as she hopped across billboards around the world in ...

  18. Tourism Australia releases request for tender for creative and digital

    As part of the request for tender, Tourism Australia is seeking to move towards a panel model for creative and digital agency providers as it evolves its approach to respond to future opportunities and challenges. Tourism Australia is open to a range of potential panel types from tenderers to meet its creative and digital services requirements ...

  19. Tourism Australia Corporate Website

    Tourism Australia produces a range of industry, media and special interest newsletters. Keep up to date and subscribe to the newsletters you would like to receive via email. Subscribe now Acknowledgement of Country. We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian ...

  20. Tourism Australia launches a new $40 million campaign to lure

    Using more than 40 cameras, eight unique 360 camera rigs and three drones to make the campaign's 17 edits of the 360 degree films and 2D content, Tourism Australia's latest campaign takes viewers through over a dozen distinct aquatic and coastal experiences representing every Australian state and territory.

  21. Tourism Australia's global 'Come and Say G'day' campaign officially

    Tourism Australia will work with several partners in China as part of the Come and Say G'day campaign including, airlines and Key Distribution Partners such as retailers, wholesalers and online travel agents. Credits Creative strategy and campaign development: M&C Saatchi Sydney Media planning and buying of all paid activity: UM

  22. Tourism Australia airs bespoke TV campaign during ...

    The bespoke advert is a celebration of Neighbours' 37-year run and our way of inviting fans to come and say a warm "goodbye Neighbours, g'day Australia.". The Neighbours grand finale aired on Friday 29 July at 9pm on Channel 5 (UK). Tourism Australia's bespoke 30-second bespoke advert will also be available to view during episodes of ...

  23. Campaign Brief WA

    2024 Campaign Brief WA Awards: Last chance to enter for Ad Person, Advertiser, Supernova, Marketing Executive, Challenger Agency, Digital Agency and Agency of the Year - Deadline today. March 1 2024, 8:10 am BY Kim Shaw. The call for entries is open for the 2024 Campaign Brief WA Awards with a deadline of TODAY Friday, March 1st.