Since November 2020, I have worked with Tourism Australia’s Digital, Content Marketing, Brand, Campaign and Media teams on multiple campaigns for domestic and international markets, creating and refining copy for press ads, OOH advertising, display creative, and social content for Australia.com.
‘
YOUR PASSPORT TO FREEDOM’
Responding to an evolving world, I crafted this compelling call-to-action. Amidst lockdowns, our mission was to motivate Australians to roll up their sleeves for a brighter, travel-ready tomorrow. The tagline resounded with such authenticity that it expanded organically into the events and hospitality sectors. Recognising its universal appeal, Tourism Fiji even adopted an adaptation (with permission from Tourism Australia) – a testament to the campaign’s global resonance.
‘REDISCOVER YOUR BACKYARD’
During a time when the world felt closed off, I reminded Australians of the treasures that lay within their borders. This campaign transformed Australia’s vast landscapes and vibrant cultures into an enchanting local escape. One highlight? The festive season campaign: “Australia – The Ultimate Gift Store.” A creative spin that repositioned our nation as the ultimate destination for those looking to experience magic close to home.
‘THE WORLD’S GREATEST GIFT SHOP’
In 2021, Tourism Australia launched the latest iteration of its ‘Holiday Here this Year’ campaign, with Andy Lee joining his comedy partner Hamish Blake and Zoe Foster-Blake, titled ‘The Gift of Travel’ via M&C Saatchi Sydney. The campaign showed Blake and Foster-Blake trying to decide what to gift Lee for the holidays, and featured other well-known Australian talent. The spot ends with Lee jumping out of a plane and Blake saying the line: “We really are living in the best gift shop in the world: Australia”.
The accompanying print and digital creative aimed to encourage Australians to give more meaningful gifts during the holiday season and in doing so give back to tourism operators and communities who had been among the hardest hit by the COVID-19 pandemic.
THE ROCKS AND DARLING HARBOUR
Since 2016 I’ve worked with the Marketing and Design teams at Placemaking NSW (formerly Sydney Harbour Foreshore Authority) producing copy for digital and print media campaigns for major events, cultural institutions and public programs in The Rocks and Darling Harbour. This has included writing and editing website copy, eDMs, newsletters, outdoor signage, event programs and posters, social media campaigns and tourism guides. A few recent examples:
The Rocks Markets Taste Edition
The Rocks Family Flavours Edition
Dance Your Way in Darling Harbour
Darling Harbour’s Freebie Diary