Some of the things we've worked on.

The Effie Grand Prix is judged on business effect rather than craft alone — which is the part that matters when a tourism board has to justify the spend.

Click for Vic beat every one of its campaign targets by 70–105% within ten weeks, generating $340,000 in directly attributable sales and a better than 10:1 return on its marketplace partnerships — with several businesses hiring extra staff just to keep up with demand.

The makers hadn't changed. What changed was how easy, and how urgent, buying from them suddenly felt.

Across its 2020 launch and 2021 second phase, the campaign drove over 460,000 clicks through to regional trip content and more than 2.1 million completed video views, reaching a combined 32.8 million social impressions.

Regional Victoria was never a hard sell. It just needed to stay in front of the same lockdown-weary Melburnians long enough for a "someday" trip to become a booked one.