Client
Tourism Australia
Agency
DDB Sydney
Awards
| Bronze | Travel & Entertainment |
Marketplace Challenge
Visitation to Australia was forecast to drop 4.1%($0.5 Billion) in 2009, the worst numbers for 20+ years.
Australia 's difficult to visit. It’s big, distant and costly. Compounding this was the worst global financial crisis in decades.
Our target 'Experience Seekers’ are hard to islolate. Found across all ages, incomes and locations, travel is an important part of their life. They get off the beaten track, have ‘authentic’ experiences and interact with locals.
Our challenge was to get more Experience Seekers to start planning their trip by showcasing what makes a holiday in Australia worthwhile.
Objectives
- Encourage Australians to share holiday photos and stories with a view to building a database and website and share these with people around the world
- A target of 15,000 website submissions.
- Drive 80,000 unique visitors to the website (the primary call to action given Tourism Australia aren’t able to ‘sell’ tickets or product).
- Average dwell time of 6 minutes
- Develop a campaign that Australians could feel proud of
Strategy
Our strategy brought together 3 key insights:
- Our ‘Experience Seeker’ target travels to experience ‘difference’ - they want to get off the beaten track and see the Australia the locals see.
- Research showed that 8 in 10 Australians wanted to promote their country as a travel destination and also believed they knew what was unique and special about Australia.
- Travel is ‘bought’ based on personal recommendations, more than brand recommendations.
Our strategy was to harness the knowledge and passion Australians have for their country to help ‘sell’ the world on what makes Australia unique and worth the effort to travel to.
Our proposition, ‘Share your Australia’ delivered us unique examples of holidays in Australia which showed why ‘There’s nothing like Australia’ for a holiday.
Implementation
We developed a two-stage campaign, centred around a purpose built website: nothinglikeAustralia.com
Stage One: Engage – we invited Australians to share their personal holiday photos and stories on what makes Australia unique and special through a user generated promotion.
Stage Two: Inspire – we created a dynamic, interactive website using these submissions to inspire people all over the world and help them plan a trip to Australia. It is searchable by experience type, location and over 1,000 key words and is currently being rolled out in 17 languages globally.
The campaign was launched in Australia on 15 April 2010 via a press conference and supported with digital and print advertising, an online video, eDM and media content partnerships with Channel 9 and News Ltd.
The campaign ran for 28 days in Australia only and the major prize on offer was a $25,000 holiday for the winning entry. State and regional based rivalry was encouraged with local and regional PR and grassroots activity. The winner was announced in a 30 minute prime time special on CH9 showcasing all the entries and the winner as voted by Australians.
Campaign Delivery Cost
$ 500,000 - $ 999,000
Results
- 30,000+ entries (target 5,000) -one of Australia’s most successful user generated campaigns
- 375,000+ unique visits (target 80,000)
- 169,080 people voted for their favourite entry in 7 days
- 1,199,185 page views
- 10+ minutes dwell time (target 6mins)
- 80% Australians were proud of the campaign
Credits
Creative Director
Matt Eastwood
Matt Grogan
Art Director
Phil Beresford
Copywriter
Karen Ferry
Cam Dunnet
Strategy
Dennis Hurley
Account Management
Hana Nguyen
Client Executive
Nick Baker
Kim Portrate
Production
Rebecca Jones
Robert Barac
Executive Producer
Rapthi Thanapalasingam
Developer
Ferdinand Haratua
