Campaign details
Advertiser: Tourism AustraliaBrand: Tourism AustraliaAgency: Droga5 New YorkCountry: United States
Objectives
The challenge: How do you make Australia top of mind for American travelers and compelling enough to justify the 21-hour flight?
Australia: Great country. Bloody far away.
At least that's what you Americans think of us. Australia has a strong brand among American travelers, ranking third globally in desirability (take that, Italy), but our conversion funnel is incredibly weak – we fall down the list in intent (fifth) and drop off a cliff in visitation.1
Tourism Australia's...