Tourism Australia
Delivering fast, integrated campaign production.
Services
- Integrated Production
- Campaign Delivery
- Art Buying
- Cross-Channel Rollout
- Stakeholder Coordination
Snapshot
Working with M&C Saatchi, Angela supported Tourism Australia on the production of digital campaign assets during a highly sensitive and fast-moving period, helping roll out work shaped by the 2019–2020 Australian bushfire crisis and COVID-19. The campaigns were developed for both domestic and international audiences, with a focus on delivering clear, cohesive communication across multiple channels.
The Challenge
Tourism Australia needed campaign production support at a time when messaging had to be responsive, considered and strategically aligned. The work required a cross channel appraoch, with multiple moving parts, tight timelines and a high level of coordination between creative, production and stakeholder teams.
Production Leadership
We led the production of integrated campaign assets across a broad mix of channels, supporting rollout across:
- Digital display
- Out-of-home
- Social media
- Press
The role also included art buying and managing the creative development of the campaign lock-up design, helping ensure the visual system felt consistent, purposeful and aligned to the strategic direction of the campaign.
The Approach
The focus was on keeping delivery streamlined across every touchpoint while maintaining consistency in the creative expression across channels and audience contexts. That meant balancing speed, clarity and quality throughout the process.
The Outcome
The result was a cohesive cross-channel campaign rollout designed to support Tourism Australia’s communication needs during a complex and rapidly changing time. By aligning production, creative development and channel delivery, the work helped bring consistency and impact to a campaign that needed to move with both sensitivity and speed.