Tourism Australia’s campaign during FIFA Women’s World Cup

Tuesday, August 22, 2023

Tourism Australia took credit of the huge news worth of England’s victory against Australia during the FIFA Women’s World Cup.

The semi-final concerning the Matildas and Lionesses was recognized as a noteworthy moment within the World Cup to take advantage of.

Before the game, there was a press ad in the UK’s Daily Telegraph, The Times and the Metro to create
anticipation.

Following the victory of England, digital creative could be found in bus shelters, attracting UK tourists to visit.

Tourism Australia CMO Susan Coghill said that although the outcome did not happen Australia’s way, they still desired to make the most of the significant traditional moment that the game offered.

Coghill said that they built up the combat in the morning papers in the UK, with personalized creative,
and with the blowing of the final whistle, their out of home creative acknowledging England became live.

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