Tourism Australia: Dundee – The son of a legend returns home

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Campaign details

Brand: Tourism AustraliaBrand owner: Tourism AustraliaLead agency: Droga5Contributing agencies: Universal McCann, Kovert CreativeCountry: North America Industries: Destinations and locationsMedia channels: Content marketing, Integrated, Online display, Online video, Outdoor, out-of-home, Programmatic display, Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

Tourism Australia needed Americans to shift their perception of Australia from a "someday" destination to the place for their next holiday.

To compete with destinations with shorter flight times, we needed a way to differentiate our offering and move away from tropes...

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