With
Brexit looming, Tourism Australia anticipated a drop in British tourists as big
vacations were less of a focus in the context of such uncertainty. Our brief
was to encourage Brits to continue considering Australia. So we used Brexit to
our advantage. We created Matesong - a reminder to the UK that even though
things weren’t great, they could always rely on their mates Down Under. Because
there’s always been a special bond between our two countries. Results: 182M
digital impressions; 46M online views; $40M in earned media. And Australia
became the #1 searched holiday destination globally.