Australia reopened its borders in February 2022, after a 2 year complete lockdown. On re-opening, Tourism Australia's prime objective was to ensure high tourist inflow from India to Australia. Thereof, the PR objective was to build high consideration amongst Indians for an Australian holiday.
Tapping into the massive pent-up desire amongst Indians for a high value holiday that was well worth their wait, we extended an invite to them in true Aussie style that was hard to refuse, through our campaign - 'Come & Say G'day'.
Our campaign strategy was to dial up the epic Australian holiday experience...