A true multi-channel campaign incorporating print, digital and TV broadcast plus social media, promotional give-aways and competitions

The Brief

  • To promote South Australia (SA) and Northern Territory (NT) as tourist destinations for an audience who have 'done' Sydney and are ready to explore more of Australia's rich and diverse regions.
  • Promote both regions oceans and Outback experiences and drive consideration for flying with Singapore Airlines
  • Deliver the campaign from concept to launch in 6 weeks and live before David Attenborough's BBC documentary The Great Barrier Reef

The Idea and Delivery

  • Develop a campaign around the Explorers Way and follow the journey from the coast of Adelaide, through the outback to the coast of Darwin, featuring key attractions along the route.
  • Re-purpose existing video footage owned by the regions into a two-part television series and broadcast on Sky, Freesat and Freeview weekly over 6 weeks to 8m UK viewers
  • Re-purpose Singapore Airlines TV advert to be relevant to SA and NT destinations and include in TV broadcast
  • Create TV advert for tour operator partner
  • National press and social media advertising to drive audience to TV broadcast
  • YouTube broadcast of TV series, promoted across social media
  • Write and produce a 'Recto verso' (reverse print/two front covers) 32-page supplement, distributed with Wanderlust magazine and through consumer events
  • Creation of bespoke online digital content to be hosted on Wanderlust.co.uk
  • Homepage take-over of Wanderlust.co.uk & all ad slots site-wide on Australia and New Zealand content
  • A number of email promotions to over 60,000 email subscribers
  • Host and manage Twitter Q&A sessions - one for each region
  • Street promotion (Guerrilla Marketing), handing out 1,000 bespoke designed cotton bags and a copy of the supplement to visitors of a large UK travel show
  • Position SA & NT as a lead sponsor of the 'World of Adventure' theatre at the UK's leading Adventure Travel Show
  • Exhibit at the Adventure Travel Show to an audience of 14,000 UK travellers
  • Broadcast TV series to a paying audience at the Adventure Travel Show

The Results

We're still delivering this campaign! It started running on 19 December 2015 and although the main part of the campaign will finish on 31 Jan 2016, the content and the traffic driving to the website will continue for another 12 months

 

 

"Wanderlust made the whole process from concept to execution one of the smoothest we've ever had. What a simply spiffing group of people to work with!"

Janice Kurrle, Head of Marketing, South Australia

"Wanderlust have again proved to be a fantastic partner. Superb project management and a passion and dedication for the task in hand that is rare to find"

Fleur Burrows, Regional Manager, Tourism NT