Tourism Australia wanted to encourage people from overseas to visit Australia.

Australia is renowned for its warm weather and sunshine. We thought the best time to remind people of this would be during the northern hemisphere winter. Umbrellas featuring a sunny sky on the inside were distributed in overseas cities on cold, rainy days.

Besides the initial delight of receiving an umbrella on a rainy day, people were genuinely charmed by this approach and the delivery of the message. This umbrella was part of a campaign that has seen visits to the Tourism Australia website increase by an incredible 28%.