Tourism Australia's Global Summit

Brief 

A global pandemic didn’t stand in the way of Tourism Australia showcasing all these sunny shores have to offer. 

In November 2021 in anticipation of international borders reopening, Tourism Australia’s Global Summit gathered over 500 Aussie specialists and distribution partners at a three-hour online event across three continents to educate and inspire travel opportunities. 

The challenge? Engaging and energising virtual attendees while building demand for Australian tourism.

We know that great storytelling resonates.

To enrich and invigorate the online event, AV1’s content team shot and produced diverse and engaging content based on six chapters and the theme “Boundless Optimism”.

Each chapter was presented by a charismatic Australian, giving unique, first-hand insight into defining stories across:  

• Aboriginal Experiences, presented by Brooke Boney, Journalist and TV Presenter;
• Arts and Entertainment, presented by Kate Miller-Heidke, Singer-Songwriter & Keir Nuttall, Guitarist and Composer;
• Coastal Experiences, presented by Nick Fabbri & Terysa Vanderloo sailing Ruby Rose;
• Australian Landscapes, presented by Robin Mack, Executive General Manager, Tourism Australia featuring photographers Daniel Tran and Ben Messina;
• Australian Luxury, presented by Hayley Baillie, Founder of Baillie Lodges and Susan Kurosawa, Senior Travel Editor, The Australian.

The videos were streamed during the online event, educating on Australia’s unique experiences in Sydney, Melbourne, the Great Barrier Reef, Uluru and other landmark sites.  

AV1’s crew traversed the country, capturing stunning landscapes, getting deep into Australia’s heart to create inspirational and remarkable video content to accompany each story. Here’s a taster clip from Kate Miller-Heidke and Keir Nuttall’s interview. 

Attendees across Asia, North America and UK & Europe logged on for a three-hour show delivered with Sprintr via OnAir’s virtual event platform. Tourism Australia’s Managing Director, Philippa Harrison addressed the current state of play for the industry, while local teams educated on key selling tools for agent toolboxes in their local markets. 

Client Perspective

From June to November 2021, AV1’s team worked closely with Tourism Australia to produce the event, while navigating through the challenges of the pandemic. 

Adam Elliott at Tourism Australia commented “The team were very flexible and did a great job in pulling everything together in a challenging environment. This was a big undertaking but the feedback was overwhelmingly positive aided by a strong creative delivery.”