Tourism Australia

UM Australia *Lead Agency

Chris Colter, Strategy Director
Sophie Bingham, Group Account Director
Sarina Ballauff, Digital Director
Ashleigh Krstanoski, Client Director
Anthony Thomas, Digital Manager

Droga5

Ryan Fitzgerald, Associate Creative Director
Jim Curtis, Associate Creative Director
Chris Colliton, Creative Director
Kevin Weir, Creative Director

Universal McCann

Kari Lang, Portfolio Manager
Jillian Irizarry, Senior Manager, Investment
Danny Huynh, SVP, Client Business Partner
Nataly Cavagnaro, VP, Group Partner

After years of tactical performance campaigns, Australia’s market share in the U.S. remained stagnant – even though outbound tourism was on the rise. So in 2018 Tourism Australia pivoted their approach, hijacking the Super Bowl with a powerful lead-generation campaign masquerading as the next big Hollywood blockbuster reboot. With a carefully constructed media roll-out to authentically sell the rouse, they helped cut-through the travel marketing ‘sea of sameness’ and build an enormous qualified audience pool – eventually powering a lead generation rate 4x greater than the country’s ever seen.