PROTECTING THE DEMAND FOR AN AUSSIE HOLIDAY DURING A GLOBAL PANDEMIC.

At a time where people were craving travel experiences, but physically couldn’t, we wanted to create the next best thing.

In 2020 the COVID-19 pandemic forced the closure of the Australian border to all international tourists overnight. With Australia’s borders shut, it would be impossible to advertise Australia as a holiday destination in the traditional way.

Tourism Australia needed to find a way to stay in people’s minds so that when travel returned they were thinking of our golden shores as their first choice destination for a holiday.

With people all over the world frightened, isolated and fearful, many were turning to digital-world experiences like ASMR, distract and to ease anxieties.

‘Australia in 8D’ is an immersive UX that blends epic colour coded imagery of Australiana with a dreamlike 360° soundscape to immerse people in the rejuvenating natural experiences Australia offers. Techniques that transcend language and culture.

The campaign reached +220M people across 15 global markets with 109M full length video views delivering +3.6M clicks into Australia.com (176% increase YOY). Critically, Australia also improved in terms of global demand (source CDP Feb 2021) with consideration and intention metrics both improving relative to competitors.

Creative platform, integrated campaign, content and connections planning

+226 mil

People reached

+110 mil

Completed views

3.6 mil

clicks to aus.com

+176%

website traffic