Brand Owner: Tourism Australia
Date: March 2007 to September 2007
Media Agency: Carat
Media Owner: Lonely Planet
Media Channels: Internet, TV, Print
Tourism Australia had to fulfill one simple objective: to get more Australians to holiday more often in Australia.
Qualitative research identified its prime target as "Experience Seekers," who love being the first to discover and explore new destinations but were not inspired by Australia, regarding it as a second-tier holiday destination choice.
They also weren't interested in typical travel messaging, so it was clear that to get them to re-evaluate Australia as their next holiday destination, a completely different approach needed to be adopted.
The solution was a "Traveltainment" strategy, which presented new and genuinely different experiences to rekindle holidaymakers' love for Australian holidays.
Tourism Australia teamed up with trusted travel brand Lonely Planet, which had a strong affinity with Australians. The result was a media first called "Bluelist Australia," a gold mine of home-grown travel recommendations from Outback experiences to best beaches, compiled by Lonely Planet staff, authors and travelers. An online competition generated excitement and content for the Bluelist site, and the best experiences were developed into a four-part TV series. Supporting activity included custom-published magazines, vignettes, calendars, travel blogs and a photo competition.
The results were that 55% of the target audience said their next holiday destination choice had been influenced by the Lonely Planet activity. The activity is now going global.
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