Client: Australian Tourist Board

Product/Campaign: “There’s nothing like Australia” Campaign

Date: March 2011

Overall Objective: “The strategic goal for Tourism Australia in Ireland is to grow the number of 18-30 year olds arriving in Australia for holidays and working holidays. This segment has proved resilient in the current economic climate and there is still the opportunity in 2011 to inspire more young Irish travellers to think of Australia for a gap year or holiday”.

The Marketing Objective: Create a sense of urgency and inspire the audience to choose Australia for their next holiday. Also, to increase awareness of the tourism Australia Facebook Page and increase “Fans” of the page

Target Audience: Irish travellers aged 18-30 who are able to travel to Australia in the next 12 months – holiday makers, school leavers, university students, recent graduates, no dependants.

Products Used: We selected a mix of on air, online and social media all with different techniques to achieve the objectives

a) On Air Promotionb) Spin 1038 Websitec) Spin 1038 Facebook Paged) Spin 1038 Twitter

Case Study

The Mechanic: Mechanic was limited due to the fact that this was a government body and they are restricted in terms of the type of marketing they can do

2 Points of Entry were used:

1) ON AIR: An Australia based question was asked each day. 1 winner was selected each day across 2 weeks to join a live Final in Studio on the Final Friday of the completion. The Final was shown Live on Spin TV. Where winners played a number of games ( drawing numbers out of a prize box etc )

On Air Credits:• Pre Promo: 5 x 30” promo’s x 4 days = 20• Promos: 3 x 30” promo’s per day x 12days = 36• A minimum of 3 live presenter mentions per day = 36

2) Facebook: a bespoke Tab was built on the Spin 1038 Facebook page with details of how to enter the competition and included a variety of images showcasing Australian life. Users had to complete a sentence chosen by Tourism Australia as the mechanic to entry. “There’s nothing like Australia……..” was the line and users came up with a number of clever and quirky endings. This drove a high volume of engagements and encouraged the users to think about Australia and in some cases research Australia before answering. 2 Winners were selected from Facebook. Comments we placed on the wall and status updates were done daily as to appear in fans news feeds.

Additional Support:

Online (Spin 1038.com)A rotating promotional banner was used on the homepage of Spin 1038.com to drive users to a landing page where they could get information on entry, the prize plus view a gallery with Images of Australia and information on life in Australia

TwitterTwitter was used to further engage users across social media and with most twitter users having Facebook accounts the twitter page was used to drive people to enter on Facebook. 3 Posts were made daily to maintain a consistent presence

The Grand Finale

Round 110 envelopes, each finalist picked an envelope – each envelope had a picture in it: 5 x Irish flags; 5 x Australia flags – 5 Irish symbol people get eliminated.

Round 2 5 remaining contestants picked a blown up opaque balloon at random. There was a picture in each balloon; 2 x Australian; 3 x Irish. The balloons were popped and the 2 people with Australian pictures go through to the final.

Round 3two finalists had 30 seconds each to answer questions on Australia. The person with the most questions right won the overall prize.

The Results

On Air: 12,028 Texts Received Facebook: 578 Entries Received On Tab Facebook Post Impressions: 241,000+Other: Friends of finalists in Australia watching Friends live Spin TV, tweeting and texting about it.

TWITTER

Facebook Activity

1) Wall Posts

2) Facebook Logo and Tab

THE FINALE

…And THE WINNER