POE Special Award
Dundee: The son of a legend returns home
Brand Tourism Australia
Advertiser Tourism Australia
Country North America
Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.
It created a promotional campaign for the new Dundee film, featuring a roll call of Australia's biggest stars in the 'official movie trailer', shown during Super Bowl LII.
The campaign led to an 83% increase in intent to book and yielded a 6:1 ROI for earned coverage.