Best Tourism Australia Campaigns of All Time
Australia has spent decades convincing the rest of the world that their entire continent is basically a high-budget film set populated exclusively by charming rogues and photogenic marsupials. It is a masterclass in selling a vibe over a geography. While other nations highlight their historical ruins, the Aussies just lean into the glorious absurdity of pretending a fake movie sequel is a legitimate travel strategy. It is clever, self-aware, and occasionally weird. Browse the work below.
3 campaigns
Tourism Australia: Dundee
Tourism Australia leveraged the iconic Crocodile Dundee franchise with a meta-narrative, presenting a fake movie trailer that humorously revealed itself as a tourism ad, using a new Dundee character to showcase Australia's diverse attractions and inviting viewers to experience them.
Tourism Australia: Aussie News Today
Tourism Australia launched a satirical news channel dedicated to quirky, positive stories to combat global 'bad news' fatigue, using quintessentially Australian humor to inspire young travelers to visit and work in regional Australia.
Tourism Australia: Giga Selfie
Tourism Australia introduced "GIGA Selfie," a service allowing tourists to capture themselves within vast, scenic landscapes using a remote-triggered large camera. This solved the common selfie dilemma of choosing between a close-up or a wide shot, enabling highly shareable, immersive travel memories.