2018 Tourism Australia ‘Dundee’ Campaign CAMPAIGN TOOLKIT · 2020. 7. 7. · a trailer website and muti-platform social media presence. Tourism Australia was not publicly associated

2018 Tourism Australia ‘Dundee’ Campaign

CAMPAIGN TOOLKITFebruary 2018

TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 2

Purpose

The purpose of this document is to provide guidelines on how to extend the 2018 USA Tourism Australia ‘Dundee’ campaign in your market through partner owned channels. This promotion should begin on or after 5 Feb 2018 and not before. Please note that all content in this document is highly confidential. All assets can only be used to promote tourism to and within Australia, and all usage restrictions must be legally followed. For any questions about this document, please contact:

SYDNEY OFFICE

Jenna Wakely [email protected] or Courtney Barry [email protected]

THERE’S NOTHING LIKE AUSTRALIA

PARTNER LOGO HERE

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Table of Contents

Campaign Approach 4

Campaign Phases 5

Campaign Assets 6

Visual Approach 7

Key Visual 8

Co-Branded Partner Creative Options 9

Design Executions 10

Design Examples 11

Font & Typography 14

Colors 16

Logo 17

Imagery 18

Social Executions 20

Video Assets 22

F&Qs 24


Campaign Approach

In 1986 Crocodile Dundee burst onto our movie screens and became an iconic and much loved Australian character who is still memorable, popular and lovable today. In 2018, Tourism Australia brought the legend of Dundee to life again in what the American audience believed as the next film installment of the Dundee franchise.

But all was not what it seemed.

Under the disguise of a Dundee film reboot we showcased the world class beauty that is Australia – exquisite aquatic destinations, unique wildlife and some of the best food and wine experiences that can be found on earth. And at the right time, we made sure everyone knew it was not a film but a Tourism Australia ad.

For the first time in Tourism Australia’s history, the biggest sporting event in America, the Super Bowl, was the launch pad for a world class advertising campaign focused on bringing a inspired American audience to Australian shores.

NOT FOR PARTNER USE


Campaign Phases

PHASE 1 - ESTABLISHED Dundee the MovieA full suite of promotional materials were produced to set up the Dundee film as if it were a real movie, including film trailers, a trailer website and muti-platform social media presence.

Tourism Australia was not publicly associated with the campaign at this stage.

Not for partner use.

CO-BRANDEDPHASE 3

PHASE 2 - REVEAL DUNDEE The reveal of Tourism Australia & DundeeAt the Superbowl, we revealed that the new movie was actually a campaign for Tourism Australia.


PHASE 3 - PARTNER Cobranded Tourism Australia & Partner work Our current phase is about converting the interest we have built in the previous stages of the campaign and driving bookings.

The opportunity for partners to leverage this noise in markets beyond the USA is strong. Working with our key distribution partners and airline partners is crucial in driving the success of this phase as we invite the world to experience Australia through exclusive and competitive offers.

Please note Qantas is the exclusive airline partner for the first three months of the campaign, therefore any campaign creative

It’s important to note that due to talent restrictions, only tourism imagery can be used within this phase. Images of the talent cannot be used in cobranded partnership assets.

Please refer to page 10 for partner campaign integration opportunities.

The 2018 USA Tourism Australia ‘Dundee’ campaign is a comprehensive multi phased brand and retail campaign. For background as context, read about the USA campaign running February to April 2018 below. PHASE 1. Established the Dundee movie disguise - January 2018PHASE 2. Reveal Dundee as a tourism ad for Australia - February 4, 2018 (The Superbowl 2018)PHASE 3. Partner integration, Why Australia content and performance marketing - February 5, 2018 onwards.


PHASE 1 STANDALONE

NOT FINAL AND NOT FOR PARTNER USE

STANDALONEPHASE 2

NOT FINAL AND NOT FOR PARTNER USE


Campaign assets can be found on this password protected link.

Content can be downloaded herePassword: kangaroo2018

Campaign Assets

Assets Tourism Australia have made available include.

• Campaign tool kit

• Dundee hat images, 1 per state and territory

• Australia landscape images, 4 per state and territory

• HTML5 set of Dundee hat digital banners x 4 sizes

• HTML5 set of Australian landscape digital banners x 4 sizes

• Set of experience led digital banners x 4 sizes

• Dundee hat and landscape poster artwork, 1 per state and territory

• Dundee hat landscape static eDM banner, 1 per state and territory

• Free campaign (Google) font and link to alternate licenced font

• Australia logo

• Video Embed Codes 60 and 90 second Super Bowl TVC

• Video Embed Codes for Why Australia content x 6 episodes (1 minute+ in length)

• Video Embed codes Why Australia x 3 trailer episodes (15 seconds in length)

• FAQ’s

https://TAVisualAssets.digitalpigeon.com/msg/kQTa8PtBEeebCwYtQsGbAw/M7nWmray6EhxVgxlvDD9vw


Visual Approach

The visual approach of the campaign is bold, vibrant and cinematic. The photography features beautiful landscape scenery, along with consistent use of colours and fonts. It represents all states and territories within Australia, and covers all of Tourism Australia’s key pillars. This visual tone should be carried out across all of the work in the campaign, so that it achieves a cohesive look and feel.



PARTNER LOGO HERE


PARTNER LOGO HERE


POS Design Example 1 - State and Territory assets are available

POS Design Example 2

All creative must be approved by Tourism Australia. Please ensure that your production timings allow 48 hours for Tourism Australia to provide feedback or approval.

For any questions about this document, please contact:

SYDNEY OFFICE



The hugely iconic and recognisable Dundee hat has been made available as an asset which can be used in partner marketing and promotional materials to help visually and tonally connect your marketing activity to the Tourism Australia brand campaign.

A master hat visual has been created for each State and Territory and can be used across all your promotional assets including display advertising, websites, social media, POS, EDM’s, print etc. We have also provided alternative Australian landscape images which do not include the hat. You’ll find these on page 18.

Key Visual

Queensland New South Wales Australian Capital Territory Victoria

Tasmania South Australia Western Australia Northern Territory


A suite of creative options have been designed to suit your marketing campaign requirements. There are 3 campaign styles for you to choose from.

1) Dundee hat creative suite: Assets featuring the Dundee hat to visually connect your marketing activity to the Dundee campaign.

2) Australian landscape suite: A suite of images has been recommended which are visually in line with the Dundee campaign but do not feature the Dundee hat.

3) Experience suite: Assets which feature specific experiences consistent with Tourism Australia’s key pillars of food and wine, aquatic and coastal and nature and wildlife.

Co-Branded Partner Creative Options

Refer to pages 10 to 13 for the full suite.



SYDNEY OFFICE


Note: PSD Files only


Design Executions Banners

Banner Layout 1Dundee hat execution.

Banner Layout 2Australian landscape execution.

Banner Layout 3Experience execution.

The asset folder includes the full suite of experience executions avaliable. Note assets can only be provided as psd files and not as HTML5 files.

Frame 1: Package

Frame 1: Package

Frame 1: Image slowly pans to the right

Frame 2: TNLA and CTA

Frame 2: TNLA and CTA

Frame 2: Image transitions in Frame 3: Image transitions in Frame 4: The yellow bar slides uprevealing the location


Design Examples

HTML5 Digital Banner sizes available - Dundee Hat

Each design avaliable in 4 sizes

300x600 px 160x600 px 300x250 px728x90 px

300x250 px

300x600 px 160x600 px

728x90 px



SYDNEY OFFICE



Design Examples

HTML5 Digital Banner sizes available - Landscape

Each design avaliable in 4 sizes

300x600 px 160x600 px 300x250 px728x90 px

300x250 px

300x600 px 160x600 px

728x90 px



SYDNEY OFFICE



Design Examples

Performance Banners - Experience

300x250 pixel files x 4These files are available in PSD file format only, not built HTML files.



SYDNEY OFFICE


Aquatic and Coastal

Food and Wine

Stronger Retail Execution

Nature and Wildlife

Image slowly pans to the right Image transitions in Image transitions in The yellow bar slides up revealing the location

Image slowly pans to the right Image slowly pans to the right and stops The yellow bar slides up revealing the location

Image slowly pans to the right Image slowly pans to the right and stops The yellow bar slides up revealing the location


CONDENSED ULTRA BOLD

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@#$%^&*()_+?,.

BOLD



1234567890!@#$%^&*()_+?,.

We are using GT Walsheim as our campaign font family. It is preferred that our partners use this font also.

It can be purchased via their website.

Font & Typography

GT WALSHEIM CONDENSED ULTRA BOLD GT Walsheim Bold

Font Option 1

BARLOW SEMI CONDENSED BLACK



1234567890!@#$%^&*()_+?,.

BOLD



1234567890!@#$%^&*()_+?, .

If you do not wish to purchase the new font, please use one of two Google Web Fonts as free alternatives.

BARLOW SEMI CONDENSED BLACKLink

Montserrat BoldLink

Font Option 2

https://www.grillitype.com/shops/gt-walsheim

https://fonts.google.com/specimen/Barlow+Semi+Condensed

https://fonts.google.com/specimen/Montserrat


Subheads

HEADLINES

Typography Hierarchy

The example on the right shows the font hierarchy that should be followed within all communications.

BUTTON TEXT

GT Walsheim Condensed Ultra BoldTracking: 0

GT Walsheim BoldTracking: 0

GT Walsheim BoldTracking: 20

Subheads

HEADLINES

BUTTON TEXT

Barlow Semi Condensed Black Tracking: 0

Monserrat BoldTracking: 0

Monserrat BoldTracking: 20


Colors

C 0

M 40

Y 98

K 0

CTA COLOR OPTIONS

TA ORANGE

R 250

G 166

B 31

We have chosen two of Tourism Australia’s colors to hero in our work. Orange will be used to highlight information, used as an active hover for buttons and any other ‘call to action’.Black can be used as an alterative when needed due to legibility. Turquoise is also being used as a secondary colour across our work.

BOOK NOW

BOOK NOW

C 100

M 0

Y 31

K 7

TA TURQUOISE

R 0

G 160

B 175


Logo

Clear space

X

X

XX

X

X

X X

X

X

Our Australia logo rules

Clear spaceClear space is the minimum area surrounding the logo which must remain clear of any other visual elements or text.

The logo configurations use the cap height measurement to determine its clear space.

Where possible, create more clear space than the minimum requirements, but never less.

Horizontal Stacked


A total of 40 images are available for partners to use in their cobranded marketing work.

This includes an image for each of Australia’s 8 states & territories that features the iconic Dundee hat, linking back in with the overall campaign. In addition to this, 4 landscape images for each state & territory can also be used. When selecting imagery, please choose images that suit the format of your advertising and different sizes. Please also note that the image should match with the location of the travel package.

Imagery

QUEENSL AND

THEME FOOD AND WINE

TA IMAGE # 6317 10

LO CATION DIN ING, MORETON ISLAND, QLD

THEME AQUAT IC AND COASTAL

TA IMAGE # 645755

LO CATION THALA BEACH, PORT DOUGLAS, QLD

THEME NATURE AND WILDL IFE

TA IMAGE # 645710

LO CATION SEA TURTLE , GREAT BARRIER REEF, QLD

THEME CINEMAT IC HERO

TA IMAGE # 638502

LO CATION MOUNT ALEXANDRA LOOKOUT, DA INTREE NAT IONAL PARK, QLD

NEW SOUTH WALES

THEME DUNDEE HAT

TEQ IMAGE # 135345

LO CATION COOLANGATTA, QLD

THEME FOOD AND WINE

TA IMAGE # 631972

LO CATION HUNTER VALLEY, NSW


TA IMAGE # 632034

LO CATION THE PASS, BYRON BAY, NSW


DNSW IMAGE # 150015

LO CATION KILLCARE BEACH, K I L LCARE, NSW


TA IMAGE # 643868

LO CATION BLUE MOUNTA INS, NSW

THEME DUNDEE HAT

DNSW IMAGE # 147810

LO CATION SYDNEY HARBOUR, NSW

AUSTRALIAN CAPITAL TERRITORY

THEME FOOD AND WINE

V IS ITCANBERRA IMAGE # 108154

LO CATION MOUNT MAJURA V INEYARD, ACT


TA IMAGE # 646479

LO CATION CANBERRA, ACT



LO CATION KANGAROOS AT WESTON PARK, ACT



LO CATION ARBORETUM V ISTA, ACT

THEME DUNDEE HAT


LO CATION THE NAT IONAL CARILLON, ACT

VICTORIA

THEME FOOD AND WINE

TA IMAGE # 638937

LO CATION DE BORTOL I YARRA VALLEY ESTATE, V IC


TA IMAGE # 645575

LO CATION PORTSEA, V IC


TA IMAGE # 645297

LO CATION PHILL IP ISLAND NATURE PARK, PH ILL IP ISLAND, V IC


TA IMAGE # 647263

LO CATION MELBOURNE, V IC

THEME DUNDEE HAT

TA IMAGE # 635465

LO CATION TWELVE APOSTLES, GREAT OCEAN ROAD, V IC


Imagery

TASMANIA

THEME FOOD AND WINE

TA IMAGE # 633400

LO CATION CRADLE MOUNTA IN, LAKE ST CLA IR NAT IONAL PARK, TAS


TOURISM TASMANIA IMAGE # 129786

LO CATION SUNRISE AT WINGLASS BAY, TAS


TOURISM TASMANIA IMAGE # 1 1 7491

LO CATION TASMANIAN DEV IL , TASMANIAN DEV IL SANCTUARY, TAS


TA IMAGE # 635164

LO CATION MOUNT WELL INGTON, HOBART, TAS

SOUTH AUSTRALIA

THEME DUNDEE HAT

TA IMAGE # 634977

LO CATION THE HAZ ARDS, COLES BAY, TAS

THEME FOOD AND WINE

TA IMAGE # 638971

LO CATION CHAPEL H I LL WINERY, SA


TA IMAGE # 634377

LO CATION LOOKOUT, LOCKS WELL BEACH, SA


TA IMAGE # 639603

LO CATION KOALA, KANGAROO ISLAND, SA


TA IMAGE # 646324

LO CATION REMARKABLE ROCKS, KANGAROO ISLAND, SA

THEME DUNDEE HAT

TA IMAGE # 637856

LO CATION WINERY, KANGAROO ISLAND, SA

WESTERN AUSTRALIA

THEME FOOD AND WINE

TA IMAGE # 637773

LO CATION SAL SAL IS, N INGALOO REEF, WA


TA IMAGE # 645484

LO CATION WALK INTO LUXURY, CAPE TO CAPE TRACK, MARGARET R IVER, WA


TA IMAGE # 645494

LO CATION LUCKY BAY, CAPE LE GRAND NAT IONAL PARK, WA


TA IMAGE # 635625

LO CATION THE K IMBERLEY, BROOME, WA

THEME DUNDEE HAT

TA IMAGE # 645477

LO CATION WALK INTO LUXURY, CAPE TO CAPE TRACK, MARGARET R IVER, WA

NORTHERN TERRITORY

THEME FOOD AND WINE

TA IMAGE # 645581

LO CATION LONGITUDE 13 1 , YULARA, NT


TA IMAGE # 634154

LO CATION GUNLOM, KAKADU NAT IONAL PARK, NT


TOURISM NT IMAGE # 122393

LO CATION KATHERINE GORGE SUNSET CRUISE, NT


TA IMAGE # 635147

LO CATION ULURU, NT

THEME DUNDEE HAT

TOURISM NT IMAGE # 12 1 136

LO CATION BAWAKA CULTURAL EXPER IENCES, BAWAKA, NT

Images can be found on the Tourism Australia Image Gallery and State Image Galleries as per image number listed.

Tourism Australia Image Gallery images.australia.com

Destination New South Wales Image Gallery images.destinationnsw.com.au

South Australia Media Gallery media.southaustralia.com

Tourism and Events Queensland’s Visual Gallery visuals.queensland.com

Tourism NT Image Gallery imagegallery.tourismnt.com.au

Tourism Tasmania Visual Library visuals.tourismtasmania.com.au

Tourism Western Australia Image Library imagegallery.tourism.wa.gov.au

VisitCanberra Image Library images.visitcanberra.com.au

Visit Victoria Content Hub contenthub.visitvictoria.com

http://images.australia.com

http://media.southaustralia.com

http://visuals.queensland.com

http://imagegallery.tourismnt.com.au

http://visuals.tourismtasmania.com.au

http://imagegallery.tourism.wa.gov.au

http://images.visitcanberra.com.au

http://contenthub.visitvictoria.com


Facebook link ads should include photography and an offer. Text cannot be more than 20% of the image.

Social Executions Social Posts

Desktop

Mobile


Header imagery and headline treatment should align with all other digital communication.

State and Territory assets are available.

Social Executions Newsletter EDM Headers

ACT NSW

SA TAS

NT QLD

WA VIC


Our Super bowl TVC and Why Australia digital content series will be available to download. These assets can be included/promoted via partner websites but must be usedin their entirety and can not be co-branded, edited or changed in any way.

These assets can be shared by our partners from the Tourism Australia social accounts but cannot be posted from our partners social accounts directly.



SYDNEY OFFICE


Video Assets Hero Creative

Hero Creative

Super Bowl 60” Launch Film

Super Bowl 90” Launch Film

Please find below the embed codes and instructions on how to embed the videos onto a third party website.

In the HTML code on the page you wish to display the video, place the following line of code in between the <body></body> tags. Please do not alter the code.

60 second Dundee Commercial<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/XltvwqBZIPc” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe>

90 second Dundee Commercial<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/NNJKWVmK-GM” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe>

You can view all of the Why Australia videos here (note you will not be able to download from this link): View Files

https://www.youtube.com/embed/XltvwqBZIPc



https://www.youtube.com/embed/NNJKWVmK-GM”%20frameborder=”0”%20allow=



https://tavisualassets.digitalpigeon.com/msg/be3fUBqiEeineAbiYUDn_w/ao_r6nBQZqkYms9nP3Jikw







US OFFICE

Adam Lubicz [email protected] or Glen Davis [email protected]

SYDNEY OFFICE


Why Australia 15 sec Teaser Video Embed Codes

Why Australia Series Trailer (15 seconds)

Aquatic and Coastal with Chris Hemsworth teaser (15 seconds)

Food and Wine with Curtis Stone teaser (15 seconds)

Nature and Wildlife with Matt Wright teaser (15 seconds)


Why Australia Series Trailer (15 seconds)<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/zItR7yuKJlM” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Aquatic and Coastal with Chris Hemsworth teaser (15 seconds)<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/zE1sd6-R1vA” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Food and Wine with Curtis Stone teaser (15 seconds)<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/pm3ugoAVRo0” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Nature and Wildlife with Matt Wright teaser (15 seconds)<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/nM5WAbxddBA” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe>


https://www.youtube.com/embed/zItR7yuKJlM

https://www.youtube.com/embed/zItR7yuKJlM

https://www.youtube.com/embed/zE1sd6-R1vA

https://www.youtube.com/embed/zE1sd6-R1vA

https://www.youtube.com/embed/pm3ugoAVRo0

https://www.youtube.com/embed/pm3ugoAVRo0

https://www.youtube.com/embed/nM5WAbxddBA

https://www.youtube.com/embed/nM5WAbxddBA








US OFFICE

Adam Lubicz [email protected] or Glen Davis [email protected]

SYDNEY OFFICE


Why Australia Full Video Embed Codes – six episodes (continued over)

Episode 1 Beaches and Coasts with Chris Hemsworth

Episode 2 Arts and Culture with Jessica Mauboy

Episode 3 Sports and Events with Chris Hemsworth


Episode 1 Beaches and Coasts with Chris Hemsworth<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/Ol5JvKfqPDI” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Episode 2 Arts and Culture with Jessica Mauboy<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/e2UzmtDq5jI” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Episode 3 Sports and Events with Chris Hemsworth<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/0QoOtXveiBY” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe>

https://www.youtube.com/embed/Ol5JvKfqPDI

https://www.youtube.com/embed/Ol5JvKfqPDI

https://www.youtube.com/embed/e2UzmtDq5jI

https://www.youtube.com/embed/e2UzmtDq5jI

https://www.youtube.com/embed/0QoOtXveiBY

https://www.youtube.com/embed/0QoOtXveiBY


Why Australia Full Video Embed Codes

Episode 4 Food and Wine with Curtis Stone

Episode 5 Nature and Wildlife with Matt Wright

Episode 6 The Quokka (30 seconds)


Episode 4 Food and Wine with Curtis Stone<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/-fxe0oh3U58” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Episode 5 Nature and Wildlife with Matt Wright<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/ZWvW_mIljz0” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Episode 6 The Quokka (30 seconds) <iframe width=”560” height=”315” src=”https://www.youtube.com/embed/Eg16h81vx4s” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe>


https://www.youtube.com/embed/-fxe0oh3U58

https://www.youtube.com/embed/-fxe0oh3U58

https://www.youtube.com/embed/ZWvW_mIljz0

https://www.youtube.com/embed/ZWvW_mIljz0

https://www.youtube.com/embed/Eg16h81vx4s

https://www.youtube.com/embed/Eg16h81vx4s




FAQ

Q When can I start using the assets?

A Partner campaigns can commence on February 5th 2018

Q When will I have to stop using these assets?

A The Dundee hat image can be used in perpetuity.

Q Do I need to use the ‘Hat’ assets?

A No it is not mandatory to use the ‘hat’ assets. We have a large selection of destination imagery which has been included in this toolkit also for partner use.

Q Can I select different imagery?

A A selection of 5 images per state have been selected which align to the campaign however we have also provided the details of STO image galleries if you with to use other images. Please ensure you are in accordance with license regulations.

Q Can the term ‘Dundee’ be referenced in partner campaigns?

A The term ‘Dundee’ cannot be referenced by partners in paid media as a condition of the IP agreement between Tourism Australia and Rimfire productions, production company of original movie.

Q Can partners use any creative with our talent in it?

A It’s worth noting that partners can’t use any creative with our talent in it (other than embedding the videos via YouTube link)

Q When is the best time to share or post the assets on social media?

A You can share, like, retweet the Tourism Australia assets from 10PM EST Feb 4 after the launch of the campaign TVC.

You can commence your own social media campaign on Feb 5.

We encourage our partners to share content from the Tourism Australia social platforms:

www.twitter.com/Australia

www.twitter.com/TourismAus

www.instagram.com/Australia

www.facebook.com/SeeAustralia

Due to talent restrictions videos cannot be posted from partners own social media page.

Q When will video content be available?

A You will be able to share the TVC from Tourism Australia platforms from 10PM 4 Feb and the ‘Why Australia’ content series from late-February.

Q Are there restrictions on using the video content?

A Yes, there are usage restrictions around the video content for the campaign pertaining to the talent.

Partners can: • share these assets from the Tourism Australia facebook

page but cannot post the content from their own social media accounts

• embed the YouTube links provided on page 22 on their websites. NB that the edits need to be featured in their entirety and cannot be edited or cobranded in any way.

• The Cameo teaser asset with celebrities has not been provided to partners as this has very restrictive usage rights given the talent involved.

Q Are partners able to have access to exclusive imagery for their campaigns?

A There’s currently no exclusivity available for either the hat images provided, or the general tourism shots. We are happy for partners to extend the campaign and create new assets based on these images or their own Australian images - provided they are co-branded with the TA logo and we can review and approve these as they come through.

Q Are there restrictions on using other airlines on my campaign page?

A Qantas Airways is the exclusive airline partner for the first 3 months of the campaign ie. February through to 30 April. During this time, Qantas is the only airline partner that can be referenced in campaign creative, however other airlines can be featured on your own website landing pages if promoting air+land offers.

Q When will the offers on australia.com be taken down?

A Partner offers will remain on the australia.com marketplace within the booking validity period of the package.

Q Can I send this toolkit to my media or creative agency?

A You must seek approval from Tourism Australia before you do this. Please note that the information contained in the toolkit remains strictly confidential until 10PM EST Feb 4.

Q When will the offers on Australia.com be taken down?

A Partner offers remaining on Australia.com are specific to your market as advised by the Tourism Australia team.

Q What are the restrictions on using the term ‘Super Bowl’ in any of our creative executions?

A Using the term ‘Super Bowl’ is not permitted to be used due to licensing agreements. It is best to find an alternative for example ‘the Big Game’ instead.

Q Who will approve our creative?

A Please email the Tourism Australia team for approval with at least 48hrs notice:

Courtney Barry (Sydney)

Global Manager, [email protected]

Jenna Wakely (Sydney)

Global Manager, [email protected]

Presently, all toolkit items are available in English only. Please speak to your contacts at Tourism Australia should you require translated assets. For your knowledge, we don’t have any plans to translate Dundee items centrally at the moment, so would recommend the markets do this on an ‘as needed’ basis if KDPs request it – and ensure everyone allows time to run any back translations and artwork by us.


Thank you.

Documents

2018 Tourism Australia ‘Dundee’ Campaign CAMPAIGN TOOLKIT · 2020. 7. 7. · a trailer website and muti-platform social media presence. Tourism Australia was not publicly associated