Darwin Down Under a multimedia story

- Boost tourism without clichés - Attract a new class of tourists aim

‘ Sequel Remix’ Fictional Narrative Different Chapter = Different Author = Different Region = Different Media = Different Target summary

Audiences to be central in the evolution of the narrative. Integration of Offline cultural events and Online tactics The works produced and chosen will be published in their media strategy

Northern Territory

Western Australia

South Australia

Victoria

Tasmania

Australian Capital Territory

New South Wales

Queensland

01. Web site 02. The story for the first chapter of narrative 03. Published book (first chapter) available for sale from the web site and other distribution outlets 04. Published comic book (second chapter) 05. Radio show spots in SA to launch the radio drama competition. 06. Photo exhibition in VIC 07. Magazine feature for Tasmania deliverables

08. Concert in ACT 09. Machinima Showcase in NSW 10. Feature in film festival in QLD 11. Final package consisting of all chapters of the story in a box, available for sale (both in their original media and writing form) 12. Ads/PR for call for entries (engagement) 13 . Ads/PR to get users voting (participation) 14. Ads/PR to publicize new chapters (awareness) deliverables

Phase Timing May 09 Dec 09 Jan 09 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Commission author chapter 1 Book Publication/sale PR/ad campaign 1 Web site launch 1 Chap 2 launch, campaign 2 Chapter 3 launch, campaign 3 Chapter 4 launch, campaign 4 Chapter 5 launch, campaign 5 Chapter 6 launch, campaign 6 Chapter 7 launch, campaign 7 Chapter 8 launch, campaign 8 Close “ Complete saga” production “ Complete saga” sale

Merchandise $500,000 - PR agency $3m Commissioned author $100,000 Launch events in Australia and overseas $1m - Publishing $200,000 - Web development $500,000 budget Call for entries $500,000 Communication of new chapter in relevant media $ 5 m $10.8 m <25% of mkt budget

Merchandise $500,000

Commissioned author $100,000

Launch events in Australia and overseas $1m

Call for entries $500,000

Communication of new chapter in relevant media $ 5 m

- Spontaneous media coverage of the project - Increased business/collaboration opportunities for local arts organizations - Promotion of various arts organizations and industries - Increased demand and development of local Australian talent Increased tourism and interests towards Australian culture or art scene. a n d m o r e benefits

Thanks!