PRIMING INTERNATIONAL TRAVELLERS FOR BORDERS REOPENING.
With the pandemic forcing the closure of the Australian border to all international tourists in 2020, we developed ‘Australia in 8D’ a UX platform designed to help consumers ease the anxiety of lock down, and keeping the relaxing feeling of an Australian holiday top of mind.
As anticipation for border openings grew, we needed to lift the energy of our 8D platform to a new level and show the rejuvenating effect Australia can have on people.
How better to do that than to collaborate with Australian music superstars Flight Facilities.
Their live recording of ‘Got To Have’, with over 80 individual instruments was remixed into 8D providing an emotive and uplifting soundscape to visuals of Australiana
and visual metaphors that represent the rejuvenating qualities of an Australian holiday.
Flight Facilities used the project as part of the launch of their new album Forever & was launched organically across their owned channels as well as premiering on Spotify.
The full video is the highest ever viewed content on Tourism Australia’s YouTube channel with 28 million views. It drove the biggest spike in video views since the borders closed in 2020.
Creative platform, integrated campaign, content and connections planning