Tourism Australia: 101 Things to Love About Australia

This case study describes how a social media competition was used to promote Australia as a tourist destination to people in Singapore.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands