With Brexit looming, Tourism Australia anticipated a drop in British tourists as big vacations were less of a focus in the context of such uncertainty. Our brief was to encourage Brits to continue considering Australia. So we used Brexit to our advantage. We created Matesong - a reminder to the UK that even though things weren't great, they could always rely on their mates Down Under. Because there's always been a special bond between our two countries. Results 182M digital impressions; 46M online views, $40M in earned media. And Australia became the #1 searched holiday destination globally.