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YOUNG GLORY 21/22 �BRIEF 4 - Visit Australia�SIMON MULLINS & THOMAS ZOLDHELYI

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Australia is a beautiful country, but it’s also really isolated.

In some cases it can take more than 20 hours to get there, which is a lot to ask when there are many other holiday destinations closer to home.

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Insight:

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We’ll bring Australia to them, by touring the world with a�real piece of Aussie land.

Idea:

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Visitors can feel Aussie sand between their toes, taste local food and drinks, and enjoy the unique lifestyle as part of this world-first experience.

Idea:

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Australia Isle will pop up in popular areas around our target audience, utilising social and OOH ads in these areas to announce its arrival.

Once people are on the isle, we’ll offer geo-targeted sales so they can save on their ticket to see the real deal (or reserve it for later).

How it works:

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The novelty of a touring country will make it very enticing, not to mention extremely PR-able.

Our audience will jump on the chance to step onto land from a different continent and share their experience on social media.

Why it works:

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This brings Australia top of mind as a travel destination, while also giving us the opportunity to show off the best of the land down under. The geo-targeted sales provide that extra incentive to book your ticket, before Australia Isle floats off to its next destination.