Tourism Australia / UnDiscover

Australia is known as a tourist destination full of beaches, cute animals, and nice people — fun, but to a sophisticated South East Asian audience yearning for the culture, food and wine of Paris, London or New York, we were tracking lower and lower on the consideration list. So we tackled myths about Australia head on, commissioning research in our four main SEA markets to find out what tourists in these countries thought of us, and challenging consumers to UnDiscover Australia. Majority convinced Australia didn’t have any food to write home about? We showed them everything from oysters shucked fresh on the farm, to wine tastings at Uluru. Think our country is all koalas and no culture? Think again, with Melbourne’s laneways, art and fashion. The campaign saw a double-digit uplift in consideration for Australia as a tourist destination, sending us back up the ranks once again.