Case Study: Tourism Australia achieves standout global campaign performance with System1

Tourism Australia Launches Global Campaign with Support from System1

The customer, Tourism Australia, faced the challenge of standing out in the saturated travel market with its first global campaign since reopening borders post-pandemic. They needed a creative and distinct campaign to entice international visitors back to Australia. They partnered with the vendor, System1, and utilized their Test Your Ad platform to gain insights and guide their creative development.

System1 tested different animatic and ad versions for Tourism Australia, measuring emotional response to predict effectiveness. The final ad, featuring the animated kangaroo Ruby, achieved an exceptional 5.6-Star rating in the UK and 5-Stars in other key markets, predicting strong long-term brand-building and short-term sales potential. This gave Tourism Australia and its stakeholders confidence that their marketing investment was effective, allowing the campaign to successfully reach audiences across the marketing funnel.

Tourism Australia

Susan Coghill

Chief Marketing Officer