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Tourism Queensland & XCOM Media Best Job Pres Ad Tech 17 3 2010
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Tourism Queensland & XCOM Media Best Job Pres Ad Tech 17 3 2010

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Presentation on Tourism Queensland's Best Job in the World campaign - Presented by XCOM Media and Tourism Queensland at AD:TECH Sydney on March 17, 2010.

Presentation on Tourism Queensland's Best Job in the World campaign - Presented by XCOM Media and Tourism Queensland at AD:TECH Sydney on March 17, 2010.

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  • Batsey Rob – conversations & content
  • Batsey
  • Batsey - ROB can we add a red circle on North Korea too please????? DONE
  • Batsey
  • Batsey
  • Rob
  • Rob
  • Transcript

    • 1.  
    • 2. Today’s Presentation
      • Campaign background
      • Campaign phases
      • Results
      • Ben on the Job
      • Leveraging the noise
      • Experiences & Learnings
    • 3. Why did we do it?
      • Fragmentation in the way the Great Barrier Reef was marketed
      • Reef itself well known, however limited awareness of the Islands
      • New story, opportunity to drive sales
      • Awareness & education
    • 4. Two years in the making
      • Stage 1
        • Get the distribution right
        • Brand story
      • Working with the distribution system:
      • Wholesalers/media
      • Regional Tourism Organisations
      • Tourism industry
      • TQ in-market teams
      • Stage 2
      • Big idea – One amazing job
      • Get the project team in place (internal and external)
      • Global consumer campaign
    • 5. Two years in the making
      • Stage 2
      • Big idea – One amazing job
      • Get the project team in place (internal and external)
      • Global consumer campaign
      • Stage 1
        • Get the distribution right
        • Brand story
    • 6. The Details
      • Launched on 11 January 2009
      • Kept under wraps
      • Integrated media strategy to ensure global reach
      • Global media famil used to launch campaign
      • Job advertisements published around the world
      • Media releases distributed to generate media buzz
      • Started swimming as the first wave hit
    • 7. So Why Did it Work?
      • Timing
      • Element of surprise
      • Good news story
      • Aspirational
      • Conversations
      • Shareable content
    • 8. Recruitment Phase
      • Three phases
        • Call for applications
        • Short-listing
        • Interview event
    • 9. Recruitment Phase
      • 231 countries & regions
      • Western Sahara / North Korea only countries not recorded
    • 10. Recruitment Phase
      • 34,680
      • video applications  
    • 11. Recruitment Phase
      • Top 5 countries
      • Numbers of applications
      • USA
      • Canada
      • UK
      • Australia
      • Germany
      • 26,000 emails
      • 8,000 phone calls
      • Letters, postcards, photos, books, posters, life-sized cut-outs, hand delivered applications, chocolates & cookies
    • 12. Ben On the Job
      • Maintain interest in the blog
      • Leverage the awareness generated in the first 6 months
      • Continue conversations and engagement with audience (social media platforms & global subscriber database)
      • Facilitate content sharing
    • 13. Ben’s Blog
      • Challenge to develop a strong following and engagement with Ben through the blog
      • Share his experiences first hand – inspire travellers to visit Queensland, in particular the Great Barrier Reef
      • Anticipated decline in visitation within 6-8 weeks
    • 14. The Best Experience
      • Results
      • 23,295 entries from 152 countries
      • Total unique visitors: 180,550 (26 Aug – 7 Oct)
      • 13,663 new subscribers worldwide
      • Viral competition offering the winner and 3 “mates” to help Ben explore the Islands of the Great Barrier Reef
      • Generate new interest in the campaign
      • Newsworthy
    • 15. Engagement
    • 16. Island Caretaker Blog – The Details
      • 582,000 visits
      • 1.35 million page views
      • 7.13 time on site
      • 560,000 unique visitors
      • 1,500 blog comments
      • Top 5 countries
      • USA 133,000 (22%)
      • Australia 104,000 (17%)
      • UK 99,000 (16.2%)
      • Canada 26,000 (3.8%)
      • Germany 23,000 (3.8%)
    • 17. Leveraging the noise
      • Year of the “Best”
      • Tactical Partnerships
      • Airlines
      • Travel trade
      • Work with partners globally to turn aspiration into bookings
    • 18.  
    • 19.  
    • 20.  
    • 21. Some of the results (so far…)
      • Increases in visitation from some key source markets (defying global downturn)
      • Consistent growth in youth market from USA, UK & Continental Europe
      • (Source: International Visitor Survey, Tourism Research Australia year ended December 2009)
    • 22. Some of the results (so far…)
      • Partner Promotions
      • Qantas (Sweden, Denmark & Germany) Great Barrier Reef 3-day sale 5,000 passengers (396% increase)
      • Etihad/Austravel (UK) Best Holidays campaign 1,154 passengers
      • Kilroy Travel (UK) youth market campaign 1,000 passengers to Queensland (58% increase)
      • Goway (USA) “Islands” campaign 1,179 additional room nights for Queensland operators
      • Qantas (USA) fare sale to Cairns (ex Los Angeles & San Francisco) reported 55% increase in bookings
    • 23. Some of the results (so far…)
      • Anecdotally
      • FTI (Germany) reporting sales to Queensland up 8.7% in 2009/10
      • Swain Tours (USA) reporting increase sales to Islands of the Great Barrier Reef in 2009
      • Explore Whitsundays (tourism operator) state their international sales up 94%
      • Hamilton Island (tourism operator) recording increases in bookings of up to 80% in key source markets
    • 24. Conversations & Engagement
      • eDM activity
      • Social Media
      • Extending the conversation
    • 25. eDM Activity Conversations & Engagement
    • 26. Social Media - Growth Conversations & Engagement
    • 27. Targeted Wall Posts Conversations & Engagement
    • 28. Tweeting in Language Conversations & Engagement
    • 29.
      • 8.6 Million Website Visitors  
      Conversations & Engagement
    • 30. The Numbers
      • 55 million page views
      • 8.21 min average time on site
      • 7.4 million unique visitors
      • Visitors by Country
      • USA 2.1 million (25%)
      • Canada 680,000 (7.9%)
      • UK 595,000 (6.9%)
      • Taiwan 545,000 (6.4%)
      • Australia 525,000 (6.1%)
    • 31. Media Coverage
      • $400 Million Media Value
    • 32.
      • “ Not since Willy Wonka and the golden tickets hidden in chocolate bars, has something come along like this”
      • Editor - The Sunday Times, UK
    • 33. Oprah
    • 34. Best Job in the World – the TV Series
      • Beyond Productions
      • Sold to National Geographic Adventure Channel
      • 6 episodes
      • Broadcast globally
      • Launch in Australia 13 May
    • 35. Queensland Ambassadors
    • 36. Still the Best Job in the World??
      • In-market training with travel trade globally
      • Presentations & consumer talks
      • Still blogging
      • Planning to Kayak the Great Barrier Reef in 2011
    • 37. What did we learn?
      • Give yourself time to think big
      • Planning is everything
      • Build the team & be ready for the wave
      • Admit mistakes & plan for “what if” scenarios
      • Have a thick skin
      • Be fluid & take advantage of opportunities that arise
    • 38. What did we learn?
      • Maximise existing platforms for content sharing
      • Social media can be a great tool
      • Monitor activity throughout campaign
      • Don’t get involved if you want to retain control
      • Understand how to talk to your customers
      • Engagement from everyone in the organisation and campaign partners (passion, knowledge, personality)
    • 39. What’s next for Tourism Queensland?
      • New global brand roll-out in 2010
      • Campaigns in the planning stages
      • Watch this space…
    • 40. Thanks for listening!
      • Questions?
      Sarah Whyte Digital Marketing Manger Tourism Queensland Email: sarah.whyte@tq.com.au Twitter: @whytebate Rob Bell Founder and Director XCOM Media Email: rob.bell@xcommedia.com.au Twitter: @xcommedia