Campaign details

Advertiser: Tourism Australia
Brand: Tourism Australia
Country: India

Objective

When we set on our journey in the Indian market in 2016-2017, our aim was to drive visitation to Australia by featuring among the top holiday destinations in the consideration set of an Indian traveller.

With insights from in depth consumer research, the campaign focused on reinvigorating perceptions of Australia's high-quality food and wine experiences, along with aquatic and coastal offering – key drivers in people choosing holiday destinations. Our aim was to build on our successful campaign, 'There's Nothing Like Australia' since Australia has the world's best beaches, natural beauty, great food and wine, adventure activities, wild life, and iconic landmarks to offer. It's a destination that has everything that one could ask for – making it a complete holiday experience.

Challenge