Experiencing a virtual Australia

Tourism Australia
Challenges

While Hong Kongers have a positive perception of Australia, our research suggested that they many lack a clear understanding of exactly what they can do, eat, and see in such a large country with a huge range of experiences on offer. To increase appeal and understanding, Hong Kongers needed the destination to be defined and digestible. This was our challenge.

Approach
  • Strategically crafted two localised campaigns to appeal target markets: City Explorer and Aquatic & Coastal
  • Carefully selected and highlighted specific food and wine, aquatic, coastal, natural and cultural experiences that would appeal to the Hong Kong market
  • Encouraged and educated the market, working with four local celebrities to endorse and produce a series of city-based videos and an accompanying mini-site
  • Consistent campaign development, managing the storyline, scripts and filming to ensure target market-friendly, on-message results
  • Furthered awareness by orchestrating a media launch revealing the campaign – and highlighting each of Australia’s major cities as an exciting holiday destination
  • Launched the Aquatic & Coastal campaign with a two-week consumer experience that went into Hong Kong’s neighbourhoods to talk directly to potential travellers, using 19 virtual reality videos and 360-degree mobile technology
  • Promoted activation through media and consumer events using a mobile, experiential showroom
Outcomes
2,494
additional bookings off the back of the campaign
Visitors
+2,000
people participating in street activations
Newspaper
+110
stories published on City Explorer campaign

Awards won

  • PR Awards 2016 – Best PR Campaign Lifestyle (Bronze)
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