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

Tourism Australia 2023
Written By On Strategy Showcase

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

Ep#4 in our travel series features 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.  Thanks to Kantar for sponsoring this series. Below, you can listen to the episode and see the creative work.

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.

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