Big Outback Adventure

Tourism Northern Territory

Content Creation, Online, Social Media, Marketing

Brief

We were tasked with creating a campaign that would raise awareness of and drive sales to Australia’s Northern Territory (NT) amongst a youth audience.

Solution

To develop a multi-platform campaign partnering with KISS FM (reaching 1.8 million listeners each week) and youth trade partners STA Travel and Flight Centre UK. We launched an appeal to find and use a real-life case study to literally ‘turn their life upside down’ and set up a new life to live, work and travel in the NT.

The campaign peaked on Australia Day when KISS FM was literally flipped upside down – the first time in KISS history! The Breakfast Team became the Drive-time Team and vice versa (even the website was turned on its head).

Result

The competition winner was at the heart of the promotion acting as a powerful ambassador for the NT, communicating what the destination has to offer through a variety of social media channels including YouTube and Facebook. The campaign saw a 72% increase in awareness of the NT with the KISS audience pre and post campaign with 14,350 unique visitors to KISS’s NT site on Australia Day alone. The campaign recently won ‘Best Radio Campaign’ at the Travel Marketing Awards and has also scooped two British Youth Travel Awards for ‘Best International Youth Destination’ and ‘Most Effective Marketing’.

Our other case studies