Australia and the United Kingdom have been mates for many years, but high value travellers from the UK weren’t travelling to Australia as much. Australia wanted to change this.

As Brexit dragged on, the UK was fatigued and more isolated than ever before. Tourism Australia wanted to let the UK know that regardless of their Brexit stresses back home, they’re always welcome to visit their best mates down under. 

 


STRATEGY

Our strategy was to leverage a cultural moment of isolation to reaffirm the ‘Mateship’ between Australia and the United Kingdom. While so many people were mourning the loss of being in the EU, Australia reminded people that they’ve always been their mates and are now more than ever.

We solidified this in celebrity, Kylie Minogue, who is beloved by both countries and who would have the cut-through to get through the chaos of Christmas. 

IDEA: MATESONG

CREATIVE & DELIVERY

The British love TV specials around Christmas time, so we made one of our own, taking out the entire adbreak before The Queen’s Christmas Speech and promoting the slot as an ITV special featuring Kylie Minogue. Millions of people tuned in to watch our ‘special’ which was quickly revealed as a love letter and invitation from down under - the tourism ad that acted as a TV special, a first for the category.

To amplify our moment we promoted the ‘special’ with integrated, mass-awareness advertising across the UK which was designed to mimic how TV specials are promoted. Once live, we maximised our reach with digital roadblocks that capitalised on dual-screening behaviour and cross-channel cutdowns that aired during hugely popular Christmas programming, driving awareness and visibility.


The campaign was only on air for 24 hours because of the Bushfires, but still managed to achieve 46M views, 182M impressions and 40M in global earned PR (and counting). It will forever be a campaign that solidified our mateship with Australia. 




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Tourism Australia - MATESONG

Australia and the United Kingdom have been mates for many years, but high value travellers from the UK weren’t travelling to Australia as much. Australia wanted to change this.

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M&C Saatchi

020 7543 4500 lydia.smith@mcsaatchi.com