Tourism Australia
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The Challenge

We were engaged by Tourism Australia to produce an event that would create a sense of urgency for Canadians to visit Australia by helping them better understand the experiences the country has to offer and breaking down the perceived barriers that are currently keeping consumers from booking a trip.

The Insight

You knew that Australia was great. That it boasted fabulous wines and glittering coastlines. That it offered beautiful hikes and breathtaking dives. That dynamic cities played host to vibrant culture and mouthwatering cuisine. But when you got here, it was so much more than you thought it would be.

Don’t limit yourself. Come to Australia now. Because once you’ve experienced it, you’ll want to come back.

The Idea

Our solution was to host a two-day Exhibit show Canadians that there is even more to Australia than they thought.

The event was designed to appeal to– media/influencers, trade and consumers. Guests were treated to Australian inspired food and wine, and were encouraged to uncover Australia through the exhibit.  The experience was delivered through three thematic pillars; Aquatic & Coastal, Food & Wine, and Cultural & Events featuring large canvas prints of Canadian user-generated content portraying Australia through the eyes of everyday travelers. Guests also engaged in two unique installations including a Virtual Reality tour of down under aligning to our three thematic pillars; as well experiencing an indigenous art installation titled ‘Starry Night’ with audio storytelling synchronized with a visual light installation referencing the southern sky.  A contest to win a trip through a green screen activation drove consumer CRM.

Results

Roll Up the Rim: Canada 150