The task was to get people to consider to book and come to Australia next summer (October 2021 – February 2022).

The key insight/proposition that you are given: In 2022, leave 2021 nine thousand

miles away.

What I Took into Consideration:

UK Leisure travellers typically consider and book 9 – 12 months in advance.

The brand is well loved and on most people’s ‘must visit’ lists… but more often

than not isn’t actually chosen.

The product is largely unchanged – people, beach, outback, food and drink etc…