Travel & Tourism

Come & Say G'day

This paper shows the appliance of marketing science to create an unashamedly populist campaign that worked its paws off in your backyard (as well as across the globe.) We hit ‘category entry points’, aimed for fame and introduced distinctive assets to brand the campaign up the wazoo - from the get-go. Our little roo bounced gleefully over several, sizeable hurdles: Australia’s late arrival to the border-opening party, long-haul leeriness and drop-in-the-ocean share of voice. Result: we’ve gone from bucket list to must-have passport stamp in the blink of an eye.

Brand: Tourism Australia
Client: Tourism Australia
Agency: M&C Saatchi
Language: English

genAIRation Aegean

Brand: genAIRation AEGEAN
Client: Aegean Airlines
Agency: Ogilvy
Language: Greek

How a tiny kangaroo caused a massive rebound in Aussie tourism.

Ruby the roo has engineered a tourism bounceback for the ages. She’s not only overcome Covid-specific hurdles (late-out-the-gates reopening, long haul leeriness and widening airfare deltas) but, crucially, remedied underlying pre-Covid metrics that had been on struggle street. This populist campaign backed by the appliance of marketing science has punched well above its SOV, delivering visitor growth rates that dwarf those of the category, a resurgence in spend-per-trip and consideration, blowing the dial on pre-testing with System 1 and generating incremental revenue. All courtesy of a tiny roo with out-sized impact.

Brand: Tourism Australia
Client: Tourism Australia
Agency: M&C Saatchi
Language: English