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Someday campaign scoops four international awards

Tourism Australia’s and Virgin Australia's ‘Someday’ US campaign has won four awards at the 2015 international Advertising and Marketing Effectiveness (AME) Awards for its use of integrated media, website design and for advertising in the sport and leisure category.

Tourism Australia’s and Virgin Australia's ‘Someday’ US campaign has won four awards at the 2015 international Advertising and Marketing Effectiveness (AME) Awards for its use of integrated media, website design and for advertising in the sport and leisure category. 

The campaign, run by Tourism Australia, Virgin Australia and Delta Air Lines during March and April 2014, invited Americans to stop postponing a trip to Australia until an indefinite ‘someday’ and to “come and say G’Day”.

The promotion included a contest at AustraliaSomeday.com showcasing 52 signature Aussie experiences with a chance to win one of 52 one-week long trips on offer.

Matt McInnes, General Manager Consumer Marketing at Tourism Australia said the campaign was innovative and insight-driven and proved highly successful in showcasing, inspiring and ultimately driving conversion.

“It’s always very pleasing to be recognised on the international stage and amongst your peers for the effectiveness of your marketing activities. But, for me, this is also a reflection of the important and growing partnership we are building with Virgin Australia, as we seek to convert the high appeal we know Americans have for our country into more actual visits,” Mr McInnes said.

Source:  Tourism Australia

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