#UnDiscoverAustralia

Localisation Assets for Tourism Australia SEA and Japan.

Tourism Australia's UnDiscover Campaign aimed to challenge perceptions and stereotypes about Australia. The initiative aimed to showcase unusual, unfamiliar and unexpected attractions and experiences on offer.

Malaysian Food Asset

The campaign launched in several Southeast Asian countries, followed by Japan and others around the world.

Indonesia Locations Asset

Connecting Plots was one of the agency partners involved in producing localised assets for Indonesia, Malaysia, and Japan.

While working on the CP team I was responsible to produce assets that translated the intend of the campaign to the audience target.

Japanese Wildlife Asset

I designed a framework that allowed for the creation of
multi-size and multi-language assets, ensuring campaign and brand consistency across the board.

I collaborated with TA on repurposing footage from their campaign library and new footage shoot by CP. We chose shots that contained talent and experiences easily identifiable to any of the countries we were targeting.

Working in tandem TA was crucial in adapting the campaign message onto multiple audience backgrounds. This also highlights the importance of understanding cultural associations to effectively translate a message.