Direct > Strategy

RE-ENERGISE

M&C SAATCHI/MARK, Sydney / EVENTS AUSTRALIA / 2008

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Overview

Credits

Overview

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There were some major challenges: 1. In the main markets of the UK, US and Asia, there are endless options. And Australia’s facilities weren’t seen as unique.2. Many businesses are reluctant to book an event in Australia, because it’s expensive and time-consuming to reach.3. The decision making process within large organisations is complex, often involving many people over a long period of time – up to 2 years.4. The sector is driven by ‘relationships’ that need to be nurtured in order to drive business. How to do that from half-way around the world?

Idea

Packs were sent throughout the UK, USA and Asia. To counter perceptions, we focussed on an appealing insight for the business market: Australia can help re-energise a business team.To simplify the decision process, our strategy was to contact key stakeholders for each business, communicate differently with each, and provide the tools to make their event happen. To nurture relationships, and keep in touch through the lengthy decision process, we provided mechanisms for spreading the word and maintaining dialogue with Tourism Australia

Outcome

As a launch our objective was to generate and engage 25% of recipients as warm leads. So far, the campaign has delivered an incredible 46%. Each of these has logged into their personalised website, registering for an Events Kit (13%), subscribing to a podcast (17%), or contacting TA to praise the campaign and express their thanks (18%): “Both gifts were beautiful and very well received. We are looking at a premium event next year; Australia certainly fits into that category as a dream destination.” “I congratulate you on an effective marketing campaign”.Perhaps more importantly, for every person who received a pack, six others from their company have logged into the website, and while most events are planned 2 years in advance, this campaign soon saw one confirmed booking and another, for 10,000 people from 53 countries, in advanced planning.

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