BROADCAST TV CONTENT, DIGITAL ACTIVATION
Tourism Australia’s key challenge was overcoming a preconception among European audiences that the travel time and time zone differences present a barrier that makes the destination a “one day” rather than a “next trip” destination. TA tasked us with creating a content campaign project that not only dealt with these preconceptions but also positioned Australia as a world class destination for wildlife, nature and soft adventure experiences.
Our solution was the production, delivery, placement and amplification of a prime time, 7x episode TV series entitled “Australian Wilderness with Ray Mears”.
The series, presented by leading Wildlife & Adventure TV presenter Ray Mears, was fully funded by Tourism Australia and sponsored by Australian flag carrier, Qantas. Tourism Australia worked with us to curate the series treatment to ensure the key messages were delivered. Qantas then received on-screen product placement and full sponsorship idents.
The series was then placed initially in the UK on ITV1, the largest commercial broadcaster within a prime time slot, and then syndicated to major broadcasters globally including National Geographic, Channel 10 and Discovery, via our distributor, airing in US, Australia and Europe
In the run up to and during transmission the series was supported by a fully integrated digital advertising amplification campaign using video excerpts from the show bringing to life the incredible Australian experiences Ray Mears enjoyed whilst filming, with supporting itineraries from Qantas.
The objective of the digital activation was both to drive awareness and buzz around the TV series as well as to capture a large data pool of Australia Engagers, to enable Qantas to deliver tactical itinerary messaging driving audiences to book via Qantas.
In addition to digital advertising support, the presenter promoted the series and Australia as a destination through a series of engaging interviews in leading UK and International print, TV and Radio outlets.
The TV series was highly successful, delivering average audiences of more than 2.5 million per episode in the UK
The campaign captured a data pool of more than 3.5 million engaged users who were made available to Qantas for tactical re-targeting resulting in significant sales uplifts.
The campaign resulted in double digit brand and sales uplifts for Qantas and increased visitor numbers for Tourism Australia.
Both Qantas and Tourism Australia repeated the campaign with a second series in 2018.