2021 Brief: Tourism Australia
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 |
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 |
