Case Study: Tourism Australia strengthens its presence in Latin America with Pulse Agency

Tourism Australia drives 100,000 unique users in 3 months with Pulse Agency

Tourism Australia, with funding from the Department of Foreign Affairs and Trade, faced the challenge of being perceived as an expensive and distant destination in the Latin American market. Despite growing interest, students there primarily preferred the United States and England for studying English, and Australia's advantages were unclear. To address this, they engaged Pulse Agency.

Pulse Agency created and implemented a comprehensive marketing solution called 'Bitacora de Viaje' (Travel Diary Australia). This involved producing thirty webisodes, a digital advertising strategy using Facebook and YouTube ads, and prime time radio spots. The campaign featured an online competition that successfully drew over 2,000 entrants and reached 100,000 unique users from Argentina over three months, significantly strengthening Australia's footprint in the region.

Tourism Australia