Tourism Australia Encourages U.S. Travelers to Discover and Book Their Australian Adventure

When booking travel, the heart tends to lead the head. Our readers are likely familiar with our Multi-National Travel Trends study, which shows that activities and experiences are what drives us to make travel decisions, more so than deals and special offers.

This theme was discussed yesterday at the Mumbrella Travel Marketing Summit in Sydney, where we presented these findings to an audience of travel experts from across the Asia Pacific region. During the session we also had the pleasure of introducing a new campaign with Tourism Australia, which perfectly illustrates how experiences can inspire and influence booking behavior.

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An Australian Adventure is designed to capitalize on the momentum of Tourism Australia’s highly successful Dundee Super Bowl commercial and teaser trailers that re-introduced American travelers to the wonders of Australia. This new digital marketing campaign reaches the vast audience of travelers in the U.S. to continue to amplify awareness of Australia travel opportunities, and ultimately drive bookings.

As Lisa Ronson, Chief Marketing Officer at Tourism Australia shared the following about the campaign: “The Dundee teasers and the Super Bowl ad were all about grabbing America’s attention and creating a platform to capture the conversion opportunity for destination Australia. Online travel agencies play a key part in the U.S. consumer’s travel journey, from research and planning through to booking, and Expedia Group has the largest share. With their reach, distribution platform and ability to target, they have exactly the conversion tools we need to capitalize on Dundee and now translate the incredible awareness and interest we’ve generated into high yielding holiday bookings.”

Developed by our in-house creative agency, our Creative Partnerships team, this “Choose Your Own Travel Adventure” style online campaign uses a mix of dynamic content, videos, imagery and destination information to showcase Australia’s unique landmarks and landscape, from the outback wilderness of the Northern Territories to Melbourne’s café-culture.


Visitors to a dedicated microsite simply answer a few simple questions – around trip duration, traveler type, ideal trip type, and interests – to receive a range of tailored destination recommendations and suggested itineraries for their perfect trip to Australia. These itineraries are accompanied by breath-taking video and imagery, along with helpful tips and information, all designed to showcase unique Australian experiences that bring the various destinations to life.

You can view the campaign for yourself here, or take a look at more of our recent campaigns here.