Turning Perceptions Upside Down
advertising, copywriting, creative advertising
In 1979, Australia entered the tourism market. My consultancy was asked to manage the account in the UK. At that time, ignorance was rife and perceptions were negative to say the least but, as I found, Australia was a paradise of colour, excitement and warm-hearted people.
The advertising campaign won many major awards, The Association of British Travel Agents were persuaded to hold their annual conference in Queensland, tourism from the UK increased four-fold in six years and Australia became a destination of choice amongst long haul travellers.
, business advertising
, corporate advertising
, creative advertising