Travel & tourism
Tourism Australia: strategy grounded in 20 markets.
Research across 20 countries shaped a global brand strategy and gave the campaign teams a common evidence base.
Case study details
The brief.
Tourism Australia needed a global brand strategy that could guide consumer marketing across very different markets. A broad positioning exercise would not be enough. The strategy had to account for how people in each market understood Australia as a destination.
The work.
Odla conducted research across 20 countries. That evidence gave the team a shared view of the audience, the destination and the decisions the brand needed to make.
The output was a global strategy designed to support the consumer campaigns that followed. Local teams could adapt execution without losing the central argument.
What changed.
The research became the foundation for Tourism Australia’s global brand direction and subsequent consumer marketing.