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The 2024 Adrian Awards are now open! Take some inspiration from last year’s Public Relations Campaign, Consumer, Winner – Tourism Australia and their agency, Turner. Submit your entry for the 2024 Adrian Awards by September 9, 2024.
In our Special Report, we profile all of the Platinum and President’s Award winners — including video and interview footage.
BACKGROUND:
Tourism Australia launched its new Come and Say G’Day campaign in the United States on October 19, with the goal of reigniting U.S. traveler interest in the destination as a vacation destination post-pandemic. The campaign introduced the organization’s new Brand Ambassador, Ruby, a souvenir kangaroo, brought to life with CGI animation and voiced by Australian actress and Australian Tourism Ambassador Rose Byrne.
CAMPAIGN:
The campaign’s objectives included generating 500 million incremental impressions on the campaign’s earned media impressions across print, digital, and broadcast media within the U.S. and driving unique views of the campaign’s hero asset, the G’Day short animated movie.
RESULTS:
As a result, the campaign goal target was more than doubled, securing 1.06 billion earned media impressions through 516 placements, largely driven by national US TV placements and online syndication of content in US media. Based on ad equivalency of $6.67 million from earned media generated, Tourism Australia recorded an ROI of 10:1.