Tourism Australia: MATESONG
HOW DO YOU RECONNECT WITH YOUR MATES & GET THEM TO VISIT YOU WHEN YOU’RE 9445 MILES AWAY?
Australia and the UK have been mates for many years, but high value travelers from the UK weren’t travelling to Australia as much. As Brexit dragged on, the UK was fatigued and isolated. Tourism Australia wanted to let the UK know that regardless of their Brexit stresses back home, they’re always welcome to visit their best mates Down Under. To do this, we used a cultural moment of isolation to to reaffirm the ‘Mateship’ between Australia and the United Kingdom sending our message over Christmas through a TV special. We took out the entire ad break before The Queen’s Christmas Speech and promoted the slot as an ITV Special featuring Kylie Minogue. Millions of people tuned in to watch out ‘Special’ which was quickly revealed as a love letter and invitation from Down Under.