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.
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