• 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

2,494

additional bookings off the back of the campaign

+2,000

people participating in street activations

+110

stories published on City Explorer campaign

Awards won