Tourism Australia and Virgin Australia Airlines wanted more Americans to come to Australia.

The problem was most Americans had already seen our commercials showcasing our iconic landscapes, like the Sydney Opera House, and had seen kangaroos hopping around Uluru.

So a traditional advertising campaign wasn't going to cut it.

We needed to do something different. Something that could show them what Australia's really like, in a way they've never seen before. And get them excited about coming here today.

That's why we created a promotional campaign that gave away a years' worth of free trips to Australia. The catch was, you had to explore the country to find them and claim them for yourself.

Together, Tourism Australia and Virgin Australia created 'Someday' – the campaign where you could win an Aussie vacation every week – for an entire year.

Whatever time of year you picked, there was an exciting Aussie experience waiting for you. To claim your ‘Someday’ trip, all you had to do was guess where it was located in Australia – based on the written and video clues we gave you. Then drop a pin in Google maps, and the closest guess won.

It launched in USA Today, LA Times, Wall Street Journal, plus TV and digital advertising.

Over 600,000 visits to the website. More than 465,000 entries were received. People spent an average 13.4 minutes on the website – tripling the industry standard. The campaign delivered 250 million impressions. For the six months following the campaign period Virgin Australia sales were up 7.3%. On top of this, over the same period, revenue for LA to Australia routes was up by over 10% – helping increase Virgin Australia’s overall target revenue by 38.18%

Ultimately, showing America what Australia is really like. And making their Aussie someday a reality.