Award Case Study: ‘Australia, Inc’ – UM for Tourism Australia

Turn a country into a company. That was the approach UM took with its 'Australia Inc.' campaign for Tourism Australia, along the way using great research to develop the media strategy and form a creative solution to a challenging brief. Mumbrella’s 2020 Travel Marketing Awards judging panel described this category as 'a tightly fought contest', with UM providing a solid strategy with great results. This is UM's entry below, along with the judging criteria utilised to award it Best Media Strategy.

The youth market is a critical part of Australia's visitor mix – they contribute 25% of all international visitor arrivals to Australia (2.3m) and 45% of all visitor spend ($20 billion).