Tourism Australia • Agency-R

As part of the M&C SAATCHI Openhouse initiative (September - November 2020) a Tourism Australia brief was created and co-developed, inviting registered participants to create a campaign that would attract potential customers to visit Australia in 2021. Given the current COVID-19 pandemic, the main premise was to find a way to incite travellers to consider Australia as a travel destination and take action by encouraging bookings. The main obstacles were perceived as uncertainty (due to travel restrictions) and the travel distance involved.

The Agency-R submission played to both these characteristics by comparing the benefits of "being there" and reducing the perceived barrier of distance as something you want to leave behind you (i.e. the current situation). This translated graphically into a composite image showing a rear-view mirror image of a deserted street in the UK, contrasted with the wide open spaces of the Australian outback.