Tourism Australia Hoax Drives Super Bowl Viewers Online

The Challenge

From 2016 to 2017, Australia’s share of U.S. tourism remained stagnant at 1.3% while American out-of-region travel had grown 11%. Tourism Australia needed a circuit-breaker moment that could make the nation top-of-mind and memorable, and would drive U.S. intent to book. 

Research showed that ...

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