Our challenge was to help boost confidence in domestic tourism and encourage Australians to make travel plans by showcasing the opportunity to holiday here this year.
Our response needed to speak to all Australians – whatever position they were in, whether that was ideating, planning or booking their next vacation. The campaign didn’t just need to inspire and encourage Australians to dream, crucially it had to make them act and book a trip.
Using a series of creative, cross-platform executions using trusted on-air talent as a call to arms, each execution was created with the channel and its audience in mind.
We used the storytelling power of print to launch an unmissable and informative four-page branded content wrap of The Sun-Herald. A blank map of Australia on the cover garnered eyeballs in cafés and homes across Sydney, encouraging readers to build their own travel itinerary. The double-page spread that followed included different ways to experience Australia, and featured QR codes to help the reader’s journey.