The Campaign

Australian domestic travel, a $42bn industry, is facing tough competition. The combination of a strong Australian dollar and affordable international travel, has seen Aussies flocking abroad for their holidays. Our challenge was to get Australians to plan a holiday within Australia. Our insight - the heart of a great holiday is the people you share it with - your friends and your family, each bringing their own special something to the trip. Your Dream Team. In a nationwide consumer promotion, we challenged Australia to nominate their ultimate Aussie holiday ‘Dream Team’. The incentive? 16 luxury Australian holidays for the best entries.

Success of the Campaign

Did we convince Australians that they’re missing out? Over 310,000 unique visitors, an increase of 200 % YoY, uploaded their entries on nothinglikeaustralia.com.au, checked out the gallery of images and browsed the interactive map. Australians flocked to Tourism Australia’s Facebook page to discover more about Australia; with an increase of almost 100,000 fans during the campaign period, helping it grow its position as the number one travel and tourism fan page in the world.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We amplified the promotion by assembling the ultimate ‘Dream Team’ from high profile Australian talent. The team showcased the best of Australia sharing their stories with Australian TV shows, crossing to the ‘Dream Team’ from the road. While breakfast radio on Australia’s leading network heard about the daily adventures and engaged listeners to tell their own incredible Aussie holiday stories. Digital and social media were central to the activity, with behind the scenes content from the road released exclusively online and promoted by the featured talent. The campaign culminated in an inspiring 30 minute prime time TV show broadcast nationally.