Branded content in Australia is a growing area across TV and digital platforms, due in particular to the growth of video over broadband and social media.

SBS and ABC (national broadcasting channels) have major restrictions in regards to brands and integration in programmes. Our domestic free to air channels have some limited restrictions, however it is largely self-policing based on the networks opportunity to maximise revenue. There is a constant balancing act between brand involvement, quality control and programme integrity.

The majority of content integration is managed via the networks rather than brands doing deals with production companies. In off-peak and in subscription TV there are more opportunities for brand involvement. Prime time is the most difficult to secure and is based on a number of variables, ratings and audience being 2 key factors.The reality genre is predominantly appearing within prime time programming and features the majority of branded integration e.g. Masterchef. Outside of prime time, we are seeing brands having success with documentaries, sports, music and other niche genres, on the free-to-air digital channels.

We led the charge to amplify the promotion, assembling the ultimate ‘Dream Team’ from high profile Australian talent. The team brought the campaign to life, showcasing the best of Australia and sharing their stories through national TV, radio, digital and social integration. They helped build incremental reach and drove traffic to the Tourism Australia entry page.From skydiving over sandy beaches, to camel riding at Uluru, the team’s evocative journey was relayed live to the Australian audience.

Australian TV shows crossed to the ‘Dream Team’ from the road, while breakfast radio on Australia’s leading network heard about the daily adventures and engaged listeners to tell their own Aussie holiday stories. Digital and social media were central to the activity, with behind the scenes content from the road released exclusively online and promoted by the featured talent.The campaign culminated in an inspiring 30 minute prime time TV show broadcast nationally.

The documentary was watched by over 540,000 people nationwide. But did we convince Australians that they’re missing out?Over 310,000 unique visitors (+200% YOY) uploaded their entries on nothinglikeaustralia.com.au, checked out the gallery of images and browsed the interactive map.Australians flocked to Tourism Australia’s Facebook fan page, to discover more about Australia, with an increase of almost 100,000 fans, helping it become the no.1 travel and tourism fan page in the world.Most importantly, Australians initiated holiday planning with 71% of those that saw the campaign undertaking planning for a domestic holiday - helping contribute to a $670m YOY growth in expenditure within the campaign period.Now Australia knows there’s nothing like a holiday in your own backyard with your very own Dream Team.