Bringing Australia's tourism offerings into the living rooms of Aussies

Challenge

In the wake of devastating bushfires and a global pandemic bringing travel to a complete standstill, Australian tourism was facing the most difficult period in the sector’s history. We were tasked with reigniting the dream for travel in Australia by facilitating international audiences to explore and experience Australia remotely, and increase Australians’ intention to travel domestically.

Culture

In search of new forms of social interaction, audiences were searching for and streaming live content three times more than in pre COVID-19 times. Considering this, we went where the audiences were with a content offering they couldn’t get anywhere else.

Creativity

In partnership with Tourism Australia and its agency village, we created Live From Aus – a live virtual holiday, hosted on Facebook, connecting viewers around the world with a new Aussie travel experience, on the hour every hour, for an entire weekend. We partnered with Channel 10 to create The Love Australia Project - a network-first, special-edition of The Project that provided a compelling media moment to launch the campaign. Then we handed over the reins to 40 tourism industry operators and personalities to show off the incredible breadth of Australia’s tourism offering through their unique live stories and experiences. We engaged celebrity chefs including Matt Moran, Hayden Quinn and Jock Zonfrillo, entertainers like Rove McManus, The Wiggles and Jack River, and Outback Wrangler Matt Wright to add some star power to our weekend lineup. Across 32 live streams, guides and storytellers from every state and territory went live on Tourism Australia’s social channels all weekend, giving homebound viewers the opportunity to experience the very best of Australia from the comfort of their couches.

Clout