Aussie News Today
Tourism Australia
Issue 46 | March 2018
Agency
Clemenger BBDO Sydney
Creative Team
Creative Chief Creative Officer Ben Coulson Managing Director Emily Perrett Creative Director Darren Wright Lead Creative Team Josh Aitken, Simon Koay Creatives Nick Alcock, Taylor Green, Adam Smith, Celia Mortlock, Mick Pollard
Production Team
Production Head of Production Denise McKeon Production Flare Music Groove Q Sound Andrew Stevenson (We Love Jam)
Other Credits
Other Group Account Director Bel Hissey Senior Account Director Melanie Spence Account Manager Cicely Milsom Account Executive Brooklyn Andrews Senior Planning Director Rob Dougan Planning Director Lucas Black-Dendle Head of Craft Daniel Mortensen Tourism Australia Chief Marketing Officer Lisa Ronson General Manager, Global Media & PR Geoff Ikin General Manager, Creative, Content & Campaigns Susan Coghill General Manager, Digital John MacKenney Global Manager, Brand & Creative Services Jenna Wakely Global Managers, Campaigns Courtney Barry, Cassie Zuill Global Manager, Digital, Mobile & UX Iris Wagner Digital Developer Bruce Low Global Manager, Social Media Nick Henderson Senior Consultant, Social Media Jesse Desjardins Global Manager, PR, Broadcast & Advocacy Emma Sturgiss Global PR & Advocacy Manager Nicole Foster International Media Manager Minta Burn Marketing Media Manager Rochelle Vinson Global Content Editor Allie Metz Digital Content Producer Jessica Wilkinson
Date
October 2017
Background
Brexit. Trump. Climate Change. House Prices. Unemployment. Student debt. Trump.
For young people all around the world, good
news was scarce
Idea
Aussie News Today was the antidote to this. Aussie News Today shared the good news stories that bubbled up every day in Australia directly into the news feeds of millions of young people and potential visitors around the world.
Spearheaded by Australian rugby union star Nick Cummins, aka the Honey Badger, TV presenter Teigan Nash and "Home and Away" actor Lincoln Lewis, the ongoing news platform delivered hundreds of individual pieces of feel-good news each month.
Using digital film, social media, influencers, in-market activity and PR, the campaign was targeted at young Europeans, who were a hugely important target audience for Tourism Australia.
Results
In just 2 months, over 220 million young people have been reached around the world with over 50 million content views, generating 870 media articles worldwide and adding 670,000 new Facebook fans.
Our Thoughts
In the old days it was relatively easy. You wrote a TV commercial and inserted the word 'bloody', as in "Where the bloody hell are you?" and it seemed to work. Now you've got to set up an entire broadcast network with journalists, photojournalists, content creators and video editors all ready to pick up a story and run with it.
In my day-job, I have been telling clients for years that if they want to reach Gen Y and Gen Z, then they can't think like admen, they have to think like publishers. Most hedge their bets with long-form adverts they call branded content. This, though, is the real thing. Impressive. Okay, I admit, some of the content seems a bit naff but, peculiarly, it just emphasises the idea of Australia as an uncomplicated, fun place where you can have a good time.