Australia is the number one international destination on Americans' bucket lists, yet ranks 20th on the list of countries they actually visit. Now, Expedia and Tourism Australia are partnering for the "How Far Would You Go" campaign that asks travelers "How far would you go for the things you love?"
Developed with agency 180LA, the effort centers on a 360-degree film that features key points of destination, including Ningaloo Reef, the Dandenong Ranges forest, and the cliffs of Cape Huay in the Tasman National Park.
“The campaign doesn’t hide Australia’s perceived negative, which is how far it is, but rather, leans into it,” says Pierre Janneau, creative director, 180LA. “Yes, Australia is far, but if you’re really into the things you say you’re into, how far will you go for them? This is a challenge meant to both inspire and to drive reconsideration for the destination.”
The campaign launched with a 30-second film, followed by 60-second and 90-second 360-degree video, all featured on Expedia’s YouTube and Facebook pages.
This is the first 360-degree film Expedia has used in a marketing campaign and has been viewed more than three million times since its June 17 debut. The campaign was directed by Exit Films. MediaMonks handled post production.