Tourism Australia - All the Space You Need
The brief: To create a marketing hub for Tourism Australia's domestic campaign in the online environment.
The challenge: When Australians go on holiday, they tend to go overseas. In fact, many international travellers have seen more of Australia than the locals have. Our task was to convince Australians to take a holiday at home, rather than Europe or Asia. Advertising agency George Patterson Bates (now GPYR) developed the campaign thought that Australia has All The Space You Need for a memorable holiday. Their print and television executions were designed to pique interest and drive people to the campaign microsite. Our digital work had to deliver the goods.
The idea: We wanted readers to see the 30 featured domestic travel destinations - or "Spaces" - through the eyes of another visitor, not a marketer or a travel journalist. So, we decided to tell stories about the experience of a place. Each of the thirty "spaces" was written about in a first person mode, each one had a different voice, a different narrator. The art direction was developed to complement this approach. Drawing on cues from some of the better travel magazines, I took a subtle and refined tone to the site design, giving the content plenty of room to breathe. Photography selection was paramount - we needed to change people's perceptions about Australia. So, out of thousands of available shots, I handpicked a selection that had the necessary vibrancy and scale to make city-dwellers look at the country in a different light.
Results: This microsite was a finalist at the Webbys, and a triple AIMIA finalist.
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Tourism Australia 'All the Space You Need'
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