Tourism Australia launches ‘8D Escapes’ via Connecting Plots to immerse international travellers in Australia’s iconic landscapes
Tourism Australia has released a series of new immersive videos via Connecting Plots, designed to transport viewers from around the world into the heart of some of Australia’s most breathtaking destinations and keep them dreaming of all of the experiences awaiting them when they are able to travel to Australia again.
Harnessing innovative 8D audio technology, the six videos take viewers on a sensory journey, immersing them in the unique sights, sounds and textures of iconic destinations such as Uluru, Sydney Opera House, Fraser Island and the Daintree.
The videos have each been themed by colour – blue, red, magenta, green, black and white – to evoke a range of feelings and emotions, and showcase the visual diversity and vibrancy found in Australia, and provide inspiration for future holiday plans.
Tourism Australia managing director Phillipa Harrison said the videos would give travellers around the world a taste of what it’s like to experience Australia firsthand, but from the comfort of their homes: “Many people have had to put their travel plans on hold this year, but reassuringly the demand for Australian holiday experiences hasn’t waned with many still dreaming about travelling here in the future.
“Although the current border restrictions mean that international travellers can’t visit right now, we need to continue to keep Australia top of mind through bold and engaging initiatives, and remind them of the exceptional experiences that await them when they can travel here again.
“Australia is such unique and diverse destination and this collection of new videos captures the unique colours, sights and sounds of some of our most spectacular landscapes – giving people a real sense of being there in the moment.”
8D audio is a sound engineering treatment that, when the viewer wears headphones, gives the music and sounds a three-dimensional effect for an immersive experience. It is the first time a tourism body has utilised this technology for a video series.
The videos are part of Tourism Australia’s renewed international content marketing program to drive traffic and engagement to its channels, and can be viewed on Australia.com/8DEscapes and Tourism Australia’s YouTube channel YouTube.com/Australia.
They are supported by a series of articles on Australia.com providing information on the highlight experiences and destinations to give further inspiration for travellers considering where they might holiday in the future.
Says Susan Coghill, CMO, Tourism Australia: “Now more than ever it is important as destination marketers to remind our target travellers of the kinds of experiences that make Australia such a desirable place to visit once travel resumes.
“Whilst it is certainly trying times for so many people across the globe, we know that people will be seeking a mental break from the immediate crisis. Bringing them moments of creativity and inspiration with rich and engaging content, featuring our incredible tourism experiences during these difficult times, not only helps to build goodwill but also earns a space for Australia in the hearts and minds of consumers.
“Our 8D videos are about keeping Australia top of mind when people can’t travel here so that we are at the top of their travel bucket list of places to visit in the future.”
Says Tom Phillips, co-founder and managing director of Connecting Plots: “At a time where people are craving travel experiences, but physically can’t, we wanted to create the next best thing, a moment of escapism.
“The ‘8D’ audio effect mixes sound in a 360-degree space, creating an uncanny, experiential feeling of total immersion. We wanted to couple this effect with stunning visuals from around Australia to allow people to discover some of the many experiences available here for when travel inevitably opens up again.”
Says Daniel Reisinger, director, Infinity Squared: “As a filmmaker I was challenged with restrictions on travel and shooting footage. So instead we opted to reach out to Australian content creators, drone photographers and the film community to source existing footage. We married these visuals with stunning 8D soundscapes so that anyone, anywhere with access to headphones and the internet, could get a taster of some of the most amazing experiences Australia has to offer.
“This was the very definition of a passion project. Indulging my lifelong passions for wildlife photography and sharing the beauty of Australia.”
Creative Agency: Connecting Plots
Production Company: Infinity Squared
Sound Design: Song Zu