Media > Product & Service
OMD MALAYSIA, Petaling Jaya / TOURISM AUSTRALIA / 2015
Overview
Credits
ClientBriefOrObjective
2014’s aviation disasters had spooked Malaysians, causing them to delay holiday plans, affecting the overseas travel industry. TourismAustralia sought to restore the travel bug in Malaysians through inspiring destination stories and provide them with cost-friendly options to visit Australia.
Our aim:-
1) Increase the ‘Intention to visit Australia’ by 20%
2) Translate the increased intention into actual visits by 10%
Travellers rely heavily on travel information, hence great content was key in fueling the decision making process. We combined this with the right partners to get our audience on the plane and on the way Down Under!
Effectiveness
The campaign was a success:
1) Over 80% of target audience reached.
2) Increased ‘Intention to visit Australia’ by a whopping 30%!
3) Over 400,000 watched the travelogue series.
4) Campaign contributed to an increase of 24% in Malaysian tourists to Australia!
Execution
Partnering AirAsiaX which provided compelling fare promotions, TourismAustralia collaborated with leading English station HitzFM, leveraging the power of radio announcers and its website to drive awareness.
We recruited listeners to go on an Australian adventure accompanied by HitzFM announcers, turning them into roving reporters via LIVE crossovers from each Australian destination visited. Regular social media updates on Facebook, Twitter and Instagram extended campaign online.
Our travellers’ experiences were translated into “real” destination stories via radio spots, and further documented as a travelogue series on Astro TV, giving viewers an authentic, first-hand look at Australia’s most sought after destinations.
Strategy
As travellers were skeptical about the authenticity of information provided due to the overly commercial nature of the sources, we used the strategy of ‘convert and amplify’ by recruiting a group of influencers to promote Australia in a real, believable manner by sharing authentic Australian stories to discover the “real” Australia.
We realised only multiple touchpoints could effectively reach our elusive urban audience of 25-39 year olds. Our seamless campaign wove together different tactics: advertising, promotion, advocacy and user generated content across multiple media platforms: radio, TV, digital, and social.
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