Tourism Australia's campaign is a lesson in distinctive brand assets

Tourism Australia 2023

Apr 16

Susan Coghill
CMO
Tourism Australia
Syndey, Australia

Connect with Susan
LinkedIn / Tourism Australia

Rob Dougan
Executive General Manager
Strategy & Research
Tourism Australia
Sydney, Australia

Connect with Robert
LinkedIn / Tourism Australia

Actor's Rose Burn and Will Arnett in "Come Say G-Day." It's a lesson in how to freshen brand codes without changing them. We're joined by CMO Susan Coghill and Executive Strategy Lead, Rob Dougan.

Below is a spot from the 2018 campaign from Droga5, New York. It was built around a brilliant trailer for a spoof sequel to the famous 1980s movie, Crocodile Dundee. It featured actors Danny McBride and Chris Hemsworth.