Tourism Australia: 101 Things to Love About Australia
Frederick Tong
Campaign details
Brand owner: Tourism AustraliaAgency: Tribal Worldwide Singapore (primary); OMD (media)Brand: Tourism AustraliaCountry: Singapore
Executive summary
For many Singaporeans, Australia seems like a familiar backyard: it's big, it's there but it's lost its allure. Add to that the rising Australian dollar and Australia's location – not conveniently connected with neighbours to facilitate a multi-destination holiday – and visitors from Singapore in the first quarter of 2012 saw a year-on-year decline. The goals were to persuade Singaporeans to prioritize Australia as a holiday...