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Today’s Presentation <ul><li>Campaign background </li></ul><ul><li>Campaign phases </li></ul><ul><li>Results </li></ul><ul...
Why did we do it? <ul><li>Fragmentation in the way the  Great Barrier Reef was marketed </li></ul><ul><li>Reef itself well...
Two years in the making <ul><li>Stage 1 </li></ul><ul><ul><li>Get the distribution right </li></ul></ul><ul><ul><li>Brand ...
Two years in the making <ul><li>Stage 2 </li></ul><ul><li>Big idea – One amazing job </li></ul><ul><li>Get the project  te...
The Details <ul><li>Launched on 11 January 2009 </li></ul><ul><li>Kept under wraps </li></ul><ul><li>Integrated media stra...
So Why Did it Work? <ul><li>Timing </li></ul><ul><li>Element of surprise </li></ul><ul><li>Good news story </li></ul><ul><...
Recruitment Phase <ul><li>Three phases </li></ul><ul><ul><li>Call for applications </li></ul></ul><ul><ul><li>Short-listin...
Recruitment Phase <ul><li>231 countries & regions </li></ul><ul><li>Western Sahara / North Korea only countries not record...
Recruitment Phase <ul><li>34,680  </li></ul><ul><li>video applications   </li></ul>
Recruitment Phase <ul><li>Top 5 countries  </li></ul><ul><li>Numbers of applications </li></ul><ul><li>USA </li></ul><ul><...
Ben On the Job <ul><li>Maintain interest in the blog </li></ul><ul><li>Leverage the awareness generated in the first 6 mon...
Ben’s Blog <ul><li>Challenge to develop a strong following and engagement  with Ben through the blog </li></ul><ul><li>Sha...
The Best Experience <ul><li>Results </li></ul><ul><li>23,295 entries  from 152 countries </li></ul><ul><li>Total unique vi...
Engagement
Island Caretaker Blog – The Details <ul><li>582,000 visits </li></ul><ul><li>1.35 million page views </li></ul><ul><li>7.1...
Leveraging the noise <ul><li>Year of the “Best” </li></ul><ul><li>Tactical Partnerships </li></ul><ul><li>Airlines </li></...
 
 
 
Some of the results (so far…) <ul><li>Increases in visitation from some key  source markets (defying global downturn) </li...
Some of the results (so far…) <ul><li>Partner Promotions </li></ul><ul><li>Qantas (Sweden, Denmark & Germany) Great Barrie...
Some of the results (so far…) <ul><li>Anecdotally </li></ul><ul><li>FTI (Germany) reporting sales to Queensland up 8.7% in...
Conversations & Engagement <ul><li>eDM activity </li></ul><ul><li>Social Media </li></ul><ul><li>Extending the conversatio...
eDM Activity  Conversations & Engagement
Social Media - Growth Conversations & Engagement
Targeted Wall Posts Conversations & Engagement
Tweeting in Language  Conversations & Engagement
<ul><li>8.6 Million Website Visitors   </li></ul>Conversations & Engagement
The Numbers <ul><li>55 million page views </li></ul><ul><li>8.21 min average time on site </li></ul><ul><li>7.4 million un...
Media Coverage <ul><li>$400 Million Media Value </li></ul>
<ul><li>“ Not since Willy Wonka and the golden   tickets hidden in chocolate bars, has   something come along like this” <...
Oprah
Best Job in the World – the TV Series <ul><li>Beyond Productions </li></ul><ul><li>Sold to National Geographic Adventure C...
Queensland Ambassadors
Still the Best Job in the World?? <ul><li>In-market training with travel trade globally </li></ul><ul><li>Presentations & ...
What did we learn? <ul><li>Give yourself time to think big </li></ul><ul><li>Planning is everything </li></ul><ul><li>Buil...
What did we learn? <ul><li>Maximise existing platforms for content sharing </li></ul><ul><li>Social media can be a great t...
What’s next for Tourism Queensland? <ul><li>New global brand roll-out in 2010 </li></ul><ul><li>Campaigns in the planning ...
Thanks for listening! <ul><li>Questions? </li></ul>Sarah Whyte Digital Marketing Manger Tourism Queensland Email: sarah.wh...
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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.

Published in: Travel, Business

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

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

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