2021 Brief:
Tourism Australia

Partner: M&C Saatchi, Sydney

M&C Saatchi and their client, Tourism Australia, presented the 2021 Capstone Challenge to promote Australian cities as destinations. They asked teams to develop a strategy that would persuade the community that travelling to cities remains an excellent and safe option.

Brief Objectives

  • Drive visitation and increase bookings.
  • Rebuild desirability for cities as a holiday destination.
  • Ultimately build collective confidence of domestic travel.

Winning Pitch

The winning pitch from the Swinburne University of Technology presented their big idea ‘mateship’. Combining this idea of mateship with a charming Aussie persona and unforgettable experience to convey a campaign which encouraged Australians to “see the city, support the country”

Winning Team 

Team Name Nexus
Student Names Naomi Janmaat, Xavier Ventura, Thomas Ayton, Tanya Asuncion, Saahiel Dhillon & Charles Jacob – mentored by Dr Tej Pochun
University Swinburne University of Technology