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Tourism Australia: How YouTube supported Tourism Australia’s ambitious creative idea to reach engaged audiences across devices like Connected TV
With international borders re-opening, Tourism Australia was vying for the attention of restless world travellers ready to get moving. Competing with destinations already welcoming overseas visitors again, Tourism Australia needed to achieve maximum cut-through. Enter their ambitious ‘Come and Say, G’Day!’ campaign – a 9-minute film designed to drive consideration.
In this episode of ‘The Long and The Short of It,’ marketing guru Mark Ritson sits down with Tourism Australia CMO Susan Coghill and the Chief Strategy Officer of their media agency, UM Media, Raj Gupta to understand how they leveraged YouTube to dial up desire for Australia.
Join in on the conversation and watch how Tourism Australia and YouTube held the attention of engaged audiences across devices like Connected TV – and ultimately achieved incredible results in a leaned-in environment.
