BACKGROUND
Thanks to Covid, international visitors couldn’t visit. This spelled disaster for Tourism Australia and the tourism industry.
BRIEF
We were tasked with getting Aussies to take a holiday within Australia. Both they and the country desperately needed it. But it was no easy task. How do you ask a nation in the midst of lockdown, uncertain economic times and a general foul mood to get excited about planning domestic holidays?
INSIGHT
It’s not exactly a big ask to ask people to take a holiday for the good of their country.
IDEA
We recruited Australia’s most loveable rogue -Hamish Blake to rebrand holidays as ‘patriotic missions’. Buggering off to the beach, a rooftop bar or winery? That’s not for you, that’s for Australia.
