Tourism Australia appoints M&C Saatchi and Digitas to its creative and digital agency roster
The incumbent creative agency is Clemenger BBDO, Sydney, who won the account in 2013 from DDB Sydney, who was also on the pitch. Others known to be on the pitch list included BMF and Droga5 New York.
Tourism Australia picked up a total of 10 Lions. Tourism Australia’s youth-focused ‘Aussie News Today’ campaign, developed in conjunction with Clemenger BBDO Sydney, also took home a Gold and Bronze Lion.
Developed in conjunction with Droga5 New York and Tourism Australia’s global media services agency UM, the A$36 million campaign was officially unveiled at the Super Bowl in February with the aim of reinvigorating interest in Australia for a new generation of American travellers.
Initially appearing as a trailer for a new Crocodile Dundee movie, the 60-second ad, shot by Australia’s Steve Rogers from Revolver, features Chris Hemsworth and Danny McBride as well as Paul ‘Crocodile Dundee’ Hogan. The campaign was also supported by a host of Aussie A-listers, including Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and Jessica Mauboy.