The South Australian Tourism Commission [SATC] wanted to raise questions in the minds of their target groups and to reveal the various hidden gems throughout South Australia - to South Australians and all Australians alike – in order to challenge their perceptions about the State. 

Costa Rica has been recognised as being one of the most sustainable countries in the world. But when the government set a ban prohibiting single-use plastic, the team at essential Costa Rica created a social media campaign to engage the community and push for faster change.

For the past 20 years, Fort McMurray Wood Buffalo’s reputation has been dictated by outsiders, with locals left saying, ‘that’s not us!’ The region needed to start proudly sharing what they were instead of what they weren’t, and so the team at Fort McMurray Wood Buffalo [FMWB] started on the region’s first attempt to proactively manage the region’s identity and reputation.

As the world went into collective pandemic lockdown, the last thing people stuck inside with their pent-up frustrations needed was a tourism campaign from somewhere they couldn’t go. But with Iceland’s tourism industry and much of the economy on the line, the team at Visit Iceland couldn’t afford to let that stop them.