Results and Effectiveness

Did we convince Australians 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, helping grow its position as the number one travel and tourism fan page in the world. Most importantly, Australians initiated holiday planning with 71% of those that saw the campaign undertaking planning for a domestic holiday –helping contribute to a $670m YoY growth in expenditure within the campaign period.

Creative Execution

We led the charge to amplify the promotion, assembling the ultimate ‘Dream Team’ from popular Australian talent. The team brought the campaign to life, showcasing the best of Australia and sharing their stories through national TV, radio, digital and social integration. They helped build incremental reach and drove traffic to the Tourism Australia entry page. From sky diving over sandy beaches, to camel riding at Uluru, the team’s evocative journey was relayed live to the Australian audience. Australian TV shows crossed 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 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.

Insights, Strategy and the Idea

Australian domestic travel, a $42bn industry, is facing tough competition. The combination of a strong Australian dollar and more affordable international travel has seen Aussies flocking abroad for their holidays. Our challenge was to turn this around and instead get Australians to start planning a holiday within Australia. Our insight told us that the heart of a great holiday is not just fabulous locations and amazing experiences. It’s 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’ – selecting from their friends and family. The incentive? Sixteen incredible luxury Australian holidays were up for grabs for the best entries.