CLIENT
Tourism Australia
Susan Coghill, Chief Marketing Officer
Sarah Gallon, General Manager, Brand, Campaign and Media
Samantha Heckendorf, Head of Brand, Marketing
Robert Harding-Smith, Global Strategy Manager
Robert Dougan, Executive General Manager, Strategy & Research
Phillipa Harrison, Managing Director
Thomas McManus, Global Executive, Brand & Marketing
Melinda Walter, Global Manager Marketing Planning and Operations
Emily Eliot, Global Manager - Social Media
Andrew Still, Global Manager, Studio and Design
Minta Burn, Head of Advocacy and Production
Rochelle Vinson, Global Manager, Media and Partnerships
Laura Hawdon, Global Campaign Manager
Gabby Brown, Global Campaign Manager
Bella Howe, Global Manager, Campaigns
AGENCY
Vanessa Graham, Group Strategy Director
Emily Taylor, Chief Strategy Officer
Cam Blackley, Chief Creative Officer
Nikki Chapman, Group Account Director
Mandie van der Merwe, Executive Creative Director
Avish Gordhan, Executive Creative Director
Rosita Rawnsley-Mason, Creative Director
Chris Cheeseman, Creative Director
David Govier, Associate Creative Director
Loren August, Head of Broadcast
Michael McEwan, Managing Director
Vanessa Bouyeres, Managing Partner
Kura Tyerman-Mikhail, Client Services Director
Molly McAleavey, Account Manager
Tristan Cornelius, Senior Art Director
Christina Wilmot, Senior TV Producer
Greg Hyslop, Lead Print Producer
UM
Jack Graham, Group Strategy Director
Digitas
Poem Group
SUMMARY
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.
