Tourism Australia: MATESONG

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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.

Go to the profile of M&C Saatchi

M&C Saatchi

MAKE CHANGE For 25 years, M&C Saatchi has changed the nation’s attitudes, habits, minds, diets and even its Government. In 2020, we joined forces with the former LIDA agency, boosting our strength in data-driven behaviour change at a personal level. Driving the new agency is Camilla Kemp (CEO) and Ben Golik (CCO), our very own dream team. Our national behaviour change movements are activated right down to the individual and our customer loyalty programmes have found their place in the nation’s heart. This gives us the nous to reach everyone and every single someone, to change how they think and how they act. Whether your brand is facing change – or forcing it – we are at our best when helping clients create opportunity in change.

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