TOURISM AUSTRALIA

BRIEF

The brief was two fold – to raise awareness of Australia as a holiday destination, focussing on culture, sport, wildlife and heritage while also shining a lot on the decade of green and gold sporting events pending ,with a focus on the British Lions 2025 tour, while promoting digital reach. Beyond secured a partnership with The Good The Bad and The Rugby Podcast and hosts: James Haskell, Mike Tindall and Alex Payne. The activation saw a 3 day on the ground shoot in Melbourne, a content series partnering with key local venues like The Koorie Heritage Trust, The MCG and also a cameo with famous Australian Cricketer Glenn Mcgrath.

BEYOND VALUE

Beyond ensured greater social posts than contracted, a term extension for an extra year and Glenn McGraths involvement out of scope / at no extra fee.