Tourism Australia
It's not easy to persuade New Zealanders to consider Australia as a holiday destination, so Synergy was called in to deliver a campaign that took brand 'Australia' into new territory, driving face to face conversations and popping up in new unexpected places.
Objectives
- To encourage Kiwis to re-assess Australia as a holiday destination
- To inspire Kiwis to visit Australia
- To move potential visitors from displaying Preference to showing Intention and ultimately to Purchase
-
To lift the emotive appeal of Australia
Execution
Tourism Australia embarked on a campaign to re-establish Australia as the ideal destination for New Zealanders when traveling abroad. We needed to convey a place that is a vast and unique natural wonderland, with vibrant cities, beautiful coasts, wide-open space and amazing people, including one of the worlds most ancient living culture. They say you dont just visit Australia, you live it.
The campaign revolved around various mediums
- A widespread Billboard and Adshell campaign
- Online ad campaign
- Postcard Flyer in The NZ Herald
- An experiential element to bring it all alive
- An eDM campaign through Air New Zealand, who partnered with us to provide flight deals and use of their database.
Synergy extended the online and OOH communication with random placements of oversized postcards. These cut-through the usual marketing clutter as they were erected in areas that do not normally see static advertisements. Some of these placements were over a number of weeks, but others were mobile and were set up by our BAs whilst they were activating their street campaign. Synergy installed 6 of these giant postcards throughout key locations across Auckland.
The 4 mobile postcards were erected by Brand Ambassadors at key hot spots, such as AUT, train stations, and Parks.
Synergy created an eDM for the Air NZ and Tourism Australia databases, as well as a postcard flyer for insertion into The NZ Herald.
A visit the website and win promotion was developed to further drive potential travelers online to discover what Australia has to offer at Australia.com
Giant postcards were manned by teams of Brand Ambassadors who distributed postcard flyers and engaged consumers to raise awareness of the promotion. Each BA had to learn key Australia facts and then talk to shoppers about their experiences in Australia. The object was to get people talking about Australia and thinking about it as their next holiday destination.
Statistics
- 50 activations across Auckland
- 270,000 Flyers distributed through The NZ Herald
- 32,508 eDMs sent out to databases
- 30,000 postcard flyers distributed by our Brand Ambassador teams
- 25,072 face to face engagements
2,300,000 potential visual audience to static postcards
Results
The KPIs of the campaign were to drive online competition entries and deliver MUVs to the Australia.com website. Using experiential to help drive a digital campaign was an interesting twist on the norm, as our BAs put a face to what is normally a very faceless medium, the internet.
- 13,299 competition entries.
- 43,437 MUVs to Australia.com
- 13,346 emails opened from eDM activity
- 3,766 Australia.com visits from eDM
- 1,744 Air New Zealand website visits from eDM