Reconnecting a world in lockdown with an industry in crisis.

In the wake of devastating bushfires and a global pandemic, Australia’s tourism sector was facing its most difficult period ever. To help the industry survive, Tourism Australia needed to inspire local and international audiences to start planning their next Aussie holiday at a time when they couldn’t even leave home.

Delivered via social, TV, PR and digital, we created a virtual Aussie holiday, reconnecting the world with the best of Australia, on the hour every hour, for an entire weekend, engaging 35 million people across 40 countries, generating 226 million social impressions, 1,765 pieces of media coverage and a 141% increase in industry leads.

B&T Award for Bravery, 2021

AdNews Campaign Pivot Award, 2021

Mumbrella Collaboration of the Year Award, 2021