Where are You From?

An unsolicited pitch for Tourism Australia, which I felt needed a completely new approach after several years of failed and controversial attempts to market Australia to international visitors (luckily we could rely on the famous friendliness of our people, our natural beauty and diverse landscapes to speak for themselves).

I connected the campaign, explained how it could be applied to different media from TVCs to modularised print ads and how the spirit of the essential question behind the campaign (‘Where are You From’) was multi-faceted and lent itself to a roster of celebrity spokespeople.

I occasionally had reason to deal with marketing staff at Tourism Australia for other projects and whenever I had the opportunity I asked who I might pitch it at. I’m still waiting for some of them to get back to me but click here to download and check out the whole pitch doc.

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