Protecting brand Australia whilst international borders were closed.

Creative platform | Integrated campaign | Connections Planning

With the pandemic forcing the closure of the Australian border to all international tourists in 2020, we developed ‘Australia in 8D’ a platform designed to help protect brand Australia and maintain relevance and desirability to international travellers.

This world-first in tourism marketing used hypnotic soundscapes, emotive music and visual storytelling to immerse would-be travellers the world over in the Australian experience. Techniques that would transcend language and culture.

Part of the project was a collaboration with Flight Facilities and the Melbourne Symphony Orchestra, whose spine tingling live recording of James Curds’ ‘Got To Have’ is reimagined in 8D audio against stunning scenes of Australiana and unique moments of rejuvenation, expressed through powerful visual metaphors.

The ‘Australia in 8D’ project has reached over 200 million people worldwide with over 75 million completed video views and a 176% increase in traffic to australia.com.

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