Tourism Australia’s new campaign via Clemenger BBDO Sydney makes a splash with Americans
The response to the roll out of Tourism Australia’s new aquatic and coastal campaign in the United States is already ‘exceeding expectations’, according to the national tourism agency’s chief marketing officer, Lisa Ronson.
Since its launch in New York on Australia Day, intention to visit scores amongst US consumers targeted by the campaign have increased significantly, adding further momentum to a tourism market already growing at record levels.
Ronson said that it was extremely pleasing to see its new creative assets performing so well in such a critical tourism market.
Says Ronson: “This is about giving US consumers and potential travellers to Australia a deeper, more immersive experience of our destination. The response so far from the activity we’ve rolled out in the US has been fantastic.”
A key component of the US activity has been serving up aquatic-themed video content to Facebook users, including Tourism Australia’s new ad featuring Chris Hemsworth’s dulcet tones and a range of spectacular 360 videos.
A Nielsen survey carried out immediately after the Facebook campaign revealed intention to visit amongst Americans viewing the video clips was three times higher than the industry average for similar travel and tourism campaigns.
“Through Facebook we’ve been able to give American consumers a real sense of what it feels like to be in Australia and to experience for themselves being on, in or near the water.
“It’s a fantastic platform for our 360 video footage and, based on the engagement we’ve been getting to our posts, it’s definitely providing the inspiration for potential travellers to take that crucial next step towards booking a holiday to Australia,” Ronson said, adding that it planned to deepen its relationship with Facebook over the coming months.
A selection of different interactive videos were promoted in the US on Facebook, with 360 scenes including flying over the 12 Apostles and Great Ocean Road, soaring above the Three Capes Walking Track in Tasmania and swimming with sea lions off Port Lincoln in South Australia.
Ronson said that the 360 videos which were receiving the most views and highest engagement on Facebook were those featuring wildlife and deeper immersive experiences.
Paul McCrory, head of travel, Facebook Australia, said that the Tourism Australia partnership proved the power of mobile to help drive Australia’s brand internationally and increase the intention amongst US travellers to visit Australia.
Says McCrory: “This campaign has seen Tourism Australia really nail its marketing strategy to mobile, and has been a huge success. The campaign and engaging content that it has been built around was excellent and, combined with Facebook’s huge scale on mobile across the globe, provided the perfect combination to help drive intention amongst Americans to visit Australia.”
The aquatic and coastal push by Tourism Australia is the latest iteration of its There’s Nothing Like Australia campaign. The global promotion is backed by a range of new creative assets, including virtual reality (VR) and 360 video and a broadcast ad voiced by Tourism Australia’s global tourism ambassador, Chris Hemsworth.
Globally, since the launch of the campaign, there has been more than 10 million views of the broadcast ad and 360 assets across Facebook, YouTube and Australia.com. The campaign launch helped drive a 64 per cent increase in engagement on Australia.com, with length on site exceeding eight minutes and significantly higher levels of return visitation. In addition, leads to industry partners have grown 77 per cent.
The US is Australia’s fourth largest inbound tourism market, delivering more than 600,000 visitor arrivals last year.
Tourism Australia is spending A$40 million over the next six months rolling out the new campaign – with the latest market launch taking place in China, part of Australia Week in China. Other markets included in the global roll out include Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.
Tourism Australia
Chief Marketing Officer: Lisa Ronson
General Manager, Consumer Marketing: Matt McInnes
General Manager, Digital: John MacKenney
General Manager, Global Media & PR: Geoff Ikin
Aquatic & Coastal Project Manager: Courtney Barry
Global Manager: Cassie Zuill
Global Manager, Brand & Creative Services: Emily Hill
Senior Digital Producer, Consumer Marketing Digital: Larissa Nery
Global Manager, PR, Broadcast & Advocacy: Emma Sturgiss
Global PR & Advocacy Manager: Nicole Foster
Clemenger BBDO Sydney
Executive Creative Director: Paul Nagy
Senior Art Director: Kat Jarratt
Senior Copywriter: Denny Handlin
Senior Art Director: Nick Bonney
Senior Art Director: Dave Lidster
Senior Designer: Daniel Mortensen
Agency TV Producer: Denise McKeon
Senior Print Producer: Steve Tindall
Agency Digital Producer: Sultan Aytacli
Technical Director: Diego Trigo
Senior Copywriter: Denny Handlin
Senior Digital Designer: Jay Young
Digital Design Lead: Ivan So
Digital Designer: Sebastian Perez de Arce
Head of Account Management: Emily Perrett
Senior Account Director: Aleks Allen
Account Director: Melanie Spence
Account Manager: Odile Nyssen
Panning Director: Rob Dougan
Head of Creative Technology: Brendan Forster
Post Producer/Department Supervisor: Kirstin Lees
Senior Sound Engineer: Anthony Tiernan
Senior Editor: Toby Royce
Editor: Alex Guterres
The Incredible Picture Machine (Print Production)
Photographer: Fraser Clements
Producers: Helen Doick
FINCH / Vrse.works (Film – 2D & 3D – Production)
FINCH Director / DOP: Nic Finlayson
FINCH MD/EP: Corey Esse
Executive Producer: Emma Lawrence
Line Producer/Location Manager: Warren Keuning
FINCH, Director, Applied Technology: Emad Tahtouh
FINCH, 360 Technologists: James Carthew, Albert Woffenden, Rob Magee
Vrse.works EP’s: Patrick Milling Smith, Samantha Storr, Joe Chen,
Vrse.works Head Of Post: Armando Kirwin
Vrse.works VR Camera Tech: Kate Wurzbacher
BERYL (360 Post Production House)
360 Flame Artist: Andy
Timms, Quade Biddle, Stuart Bedford, Puck Murphy, Leon Woods
360 Post Producer: Hannah Walker
360 offline editor: Levi Beamish
The Editors (2D Edit House)
2D editor: Dave Whitaker
Additional 2D editor: Laurence Van Camp
Online Editor: Viv Baker
2D Producer: Nicoletta Rousianos
Music Composition & Arrangement (Brand Campaign Music): Nylon Studios
Composer: Scott Langley
Music Producers: Karla Henwood & Mark Beckhaus
We Love Jam (Sound Design Company)
Sound Design: Andrew Stevenson
Music composition for 3D video: Hylton Mowday
5 Comments
Is Australia only visited by white people?
Selling the most beautiful country in the world must be hard.. Nope, not it isn’t, get famous actor, overlay stock footage and there you go. An ad..
It’s a global campaign, being rolled out across multiple markets over a number of months – in both east and west. United States being the start of that roll out, followed two weeks ago by China and so it goes…
Hey, at least it worked…
Get over yourself. Clearly have such little understanding of a global client. Only saw half the shots in the ad (or you wouldn’t have made the comment), little understanding of a global campaign (multiple edits, multiple markets, multiple sets of talent). Hope those harvey norman brochures are going well for you