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Australia Tourism
No one wants to look back wishing they had done more.
FOMO: It's real. And the fear of missing out is only growing. The onset of COVID made this fear a daily reality.
In our post-pandemic environment, Australia is ready to welcome back free-spirited adventure-seekers who have been deprived of their wanderlust.
We all want to make unforgettable memories while we are still young enough to do so and seeing people travel to exciting destinations ignites an eagerness within us; we don’t want to miss out on experiences we may never have the chance to have again.
Consumers will first be introduced to the campaign through Instagram, print, billboard, and OTT ads.
Each ad will provide a sneak peek of Australia’s most popular attractions with a view that is almost fully blocked, in order to pique the interest of the audience.
OTT ads will be shown on Hulu and Paramount+ with a “would you rather” choice to view one of two ads.
Each ad will encompass different activities to do while visiting Australia and will have a scannable QR code that will bring consumers directly to the campaign's Microsite.
Next, consumers can interact through email marketing, online display, and Buzzfeed quizzes.
After visiting our microsite, our target will have the chance to provide their email. With this, they can receive more information through personalized emails.
Online display ads will appear on websites our target is likely to visit and will inspire the target to head to our microsite and learn more about Australia. Ads would correlate to our campaign by blocking the subject of the image, in this case, the Sydney Opera House, to instill a feeling of FOMO.
Buzzfeed will have quizzes on their site about people's compatibility with Australia. After people are done taking one of the quizzes, they will have the option to click the link to our website at the bottom of their results.
The final stop of this Australian tour includes interactive postcards and the campaign microsite & app.
Together, these will convince our target to take action and book a trip!
Postcards will be sent to our target after they give their email address through the microsite. The blurred images/puzzle pieces will intrigue our target and there will be a QR code that leads them to the main site to see the full images and book their vacation.
Our microsite, The Pouch, is where our target can learn more about the amazing adventures Australia offers, receive exclusive email and mail offerings, and see beautiful images that are not blurred.
A blog section will allow users to read more about Australia and the interesting adventures that they can include in their trip.
The activities page will allow our target to learn more about the amazing things to do in Australia, giving them inspiration for their own trip.
The planning page will introduce The Pouch app to our target. The app will help our target start to plan their trip to Australia with a personalized itinerary for what they would like to experience the most. The app will offer a discount code for one of the target's selected itinerary activities, thus prompting them to purchase the trip they have outlined on the app.
After viewing the microsite, our target can enter their email and home addresses to receive special messages and mail. Through doing this, they will be sent perks from The Pouch, such as emails with more activity inspiration and postcards sent to their homes.
In collaboration with: Caitlin MCcann, Eve Fisher, Christopher Peterson, and Isabella Vuoso.
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