Creative Media Awards Media Plan, Live From Aus

Australia faced the most challenging period in the history of its tourism industry, between bushfires, floods and the pandemic. To get around the fact that people had stopped traveling, it offered virtual tours via Facebook, YouTube and other channels, starting with a live TV event. In one weekend, the Love Australia effort generated 1 billion global PR impressions and an estimated EAV of $9.8MM. Plus, it achieved a 10% hike in people very likely to travel domestically when restrictions are lifted.

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