Tourism Australia: Matesong, 2

Credits & Description:

Title of Entry: Matesong
Client: Tourism Australia
Entrant Company: MC Saatchi
Creative Agency: M&C Saatchi
Duration of Entry: 03:10
Chief Creative Officer: Cam Blackley
Executive Creative Director: Mandie van der Merwe
Executive Creative Director: Avish Gordhan
Group Creative Director: Andy Flemming
Senior Copywriter: Curt McDonald
Copywriter: Chris Brailey
Senior Art Director: Rosita Rawnsley-Mason
Head of Broadcast: Loren August
Group Managing Director: Russell Hopson
Head of Strategy: Rachael Fraser
Senior Strategy Director: Nick Jacobs
Group Head: Emma McJury
Senior Account Director: Nikki Chapman
Music Writer: Eddie Perfect
Music Artist: Kylie Minogue
Musical Arranger: Luis Almau
Sound Design & Mix: Henning Knoepfel
Executive Producer: Jay James
Chief Marketing Officer: Susan Coghill
Marketing Manager: Kirsten Webber
Advertising Agency: M&C Saatchi Sydney
Production: Revolver/Will O’Rourke x Somesuch
Media Agency: UM
Regional General Manager: Sally Cope
Global Campaigns Manager - West: Ashleigh Sorensen
General Manager - Brand - Campaigns and Media: Michaela Chan
Global Manager - Advocacy: Nicole Foster
General Manager - PR - Social and Content: Anita Godbeer
Sound Production: Soundtree Music
Senior Creative: Wayne Robinson
Senior Creative: Matt Collier
Country: Australia
Date of Release: 2019-12-16
Synopsis:
With Brexit looming, Tourism Australia anticipated a drop in British tourists, as big vacations were less of a focus amid such uncertainty. The brief was to encourage Brits to continue considering Australia. So M&C Saatchi used Brexit to its advantage, creating Matesong - a reminder to the UK that even though things weren’t great, they could rely on their mates Down Under, because there’s always been a special bond between the two countries. Results: 182M digital impressions; 46M online views; $40M in earned media. And Australia became the #1 searched holiday destination globally.