Problem
One in five Australians report high levels of psychological distress because of Covid-19.
Insight
One in three Aussies prefer to spend on travel, but they are now unable to travel abroad because of covid-19. As winter in the southern hemisphere is coming to an end, V/line plans to release a Campaign at Christmas to relieve anxiety by motivating people to travel domestically.
Objective
Through the warm holiday of Christmas, we will pass on new hope to all Australian people, let go of all anxiety and anxiety, and cherish every moment of reunion with family and friends.
Big idea
Happy New 2022!
Learning
Unlike campaigns that pursue interests, this is a branding strategy purely starting from the target audience and in order to improve brand favorability. For a strategist, the points to consider are also different. This work has improved my critical thinking and analytical skills.