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With Brexit looming, Tourism Australia anticipated a drop in British tourists as big vacations were less of a focus amidst such uncertainty. Our brief was to encourage Brits to consider Australia. So we used Brexit to our advantage.

We created Matesong. On Christmas Day, right before the Queen's Speech, we reminded the UK that even though things weren’t great, they could always rely on their mates Down Under because of the special bond we shared.

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