Tourism Australia Hoax Drives Super Bowl Viewers Online
- March 14, 2019
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 Americans are highly receptive …
