In 2021, with borders still closed, tourist visitation in Australia was way down. To support the industry, Tourism Australia wanted to inspire Aussie families – who represent approximately 29% of overnight domestic travelers – to see more, do more, and spend more with Aussie tourism operators.
We knew we wanted to reach Australian families and encourage them to explore Australia together. Since parents of young children base their travel decisions around their families, we realised there was an opportunity to partner with a brand that kids love to reach young Aussies and get them excited about seeing more of Australia with their families.
On top of that, Tourism Australia has a mission to ensure that anyone traveling around Australia does so sustainably. Which meant we needed a partner that could communicate an important message to children in a manner they understood.
Who better to partner with to deliver that message than Australia’s number one children's b(r)and - The Wiggles!
THE INSIGHT
Aussie parents want to give their kids enriching experiences, but they’re more concerned than ever about doing so in a way that’s environmentally sustainable and respectful of other cultures.
THE IDEA
Holiday The Wiggly Way: A unique partnership with Aussie families’ favourite band, The Wiggles, to create a new generation of more conscious travellers for years to come.
It's more than a slogan: it's a series of guidelines to helps family holidays aligne with Tourism Australia's sustainability goals.
Holidaying The Wiggly Way means being respectful of local wildlife and having natural interactions with Australia’s incredible wildlife; trying new things and supporting the economic nutrition of local SMEs and tourism operators when travelling within Australia; seeking out visitor experiences offered by our First Nations peoples’ experiences and recognising the traditional owners of the land; and leaving places as we find them, so everyone can enjoy the country now, and into the future!
THE WORK
The Wiggles are more than a band – they are a brand, with a wide digital and IRL presence. So, we brought Holiday the Wiggly Way to life in ALL the places Aussie kids interact with them:
Because every child engages with the Wiggles in different ways, we approached the campaign as a connected ecosystem – meaning there is no single point of entry. Every song play, video viewed, dynamic story generated, or AR interaction is the beginning of their own campaign journey towards helping create a more sustainable Australia – one that Tourism Australia and The Wiggles have empowered them to create.
With no media and minimal PR to support the campaign, we had to rely on activating in digital spaces where Wiggles fans and their families already are, and then ensuring connectivity between each facet of the campaign. Thus, these results are representative of genuine interactions with the campaign and its message.
