Effies
Australia
Summary
Challenge
Help the Australian tourism industry recover from two ‘once in a lifetime’ disasters: the Black Summer and COVID-19.
Strategy
Encourage Australians to visit the destinations in most need of support via a message of a ‘shared recovery’ rallying them to do more, see more and spend more, for Australia.
Idea
‘Holiday Here This Year’ a patriotic call-to-arms, compelling willing Australian travellers to help the tourism industry, and themselves, by taking an Aussie holiday.
The Results
Australia’s domestic tourism recovery is faster than ever forecast and the envy of the world.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Cam Blackley | Chief Creative Officer | |
| Mandie Van der Merwe | Executive Creative Director | |
| Avish Gordhan | Executive Creative Director | |
| Dave Govier | Associate Creative Director | |
| Rosita Rawnsley-Mason | Associate Creative Director | |
| Allie Steel | Senior Copywriter | |
| Nicole Yeoman | Art Director | |
| Melissa Hawkett | Art Director | |
| Jason Leigh | Copywriter | |
| Simone Cherry | Design Director | |
| Emily Taylor | Chief Strategy Officer | |
| Vanessa Graham | Author/Senior Strategy Director | |
| Emma Parsons | Head of Content | |
| Vanessa Bouyeres | Group Head | |
| Nikki Chapman | Senior Account Director | |
| Henry Welch | Associate Executive Producer | |
| Loren August | Head of Broadcast | |
| Nick Jacobs | Head of Strategy | |
| Jack Graham | Group Strategy Director | UM |
| OPR | PR Agency | OPR |
| Digitas | Digital Agency | Digitas |
| Glue Society | Production House | Glue Society |
| Susan Coghill | Chief Marketing Officer | Tourism Australia |
| Sarah Gallen | General Manager Brand, Creative and Media | Tourism Australia |
| Sam Heckendorf | Domestic Campaign Manager | Tourism Australia |
| Laura Egan | Campaign Executive | Tourism Australia |
| Kaitlyn Joustra | Campaign Executive | Tourism Australia |
| Rob Dougan | Executive General Manager, Strategy and Research | Tourism Australia |
| Rob Harding-Smith | Author/Strategy Manager (Global) | Tourism Australia |
| Laura Fell | Global Media Manager – Consumer Marketing | Tourism Australia |