Promoting Australia overseas

Our client, a large government department, has responsibility for promoting Australia in one of Australia’s largest overseas markets. To assist in crafting market-appropriate messages of Australia a multi-wave program of quantitative and qualitative waves of research were designed. The research – all of which occurred in market and in a language other than English– provided an initial benchmark of attitudes to and knowledge of Australia.

The initial wave of research also provided a valuable audit of competitors, assisted in the operational planning for the project and built detailed demographic profiles of likely audiences. The project is currently still underway and subsequent waves of research will track the evolution of these attitudes over time providing an opportunity to refine communication strategies and ultimately to evaluate the overall effectiveness of the campaign.

Ogilvy Illumination is also feeding in additional sources of information into the research program including ongoing evaluation of traditional and digital media.