smartraveller.gov.au
I was part of the team that won the Australian Government pitch to encourage people to visit smartraveller.gov.au before they travel. We did it by creating a travel quiz to build awareness of the things you might need to consider before going overseas.
This social campaign posed travel quiz questions on TV, Facebook, Instagram and in press ads. It then directed people to visit the smartraveller website for the answers. It was backed up by online films, targeted banner ads and outdoor.
We targeted three different groups of travellers: 1. Naive Risk Takers. 2. Fear Avoiders. 3. She’ll be rights. This enabled the campaign to reach the vast majority of Australian travellers of all ages.
Creative team: Hilary Badger, Carmela Soares, Tom Ellwood, Darren Pitt.
30 sec launch TVC
15 sec supporting TVCs - targeting different groups of travellers
Online banner ad - leaderboard
Online banner ad - MREC
