Experiencing a virtual Australia

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Brand Strategy, Positioning, Tech, Travel & Tourism

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