Tourism Australia needed Americans to shift their perception of Australia from a "someday" destination to the place for their next holiday. To compete with destinations with shorter flight times, we ...

Australia has established strong brand imagery, but we weren't top-of-mind and were failing to convert desire to intent & visitation, even as U.S. out-of-region travel grew. By redirecting efforts to ...

Brian Dundee tries to locate his father, Crocodile Dundee, in the Australian Outback.