The Hero's Journey - Leveraging Screen Australia to drive tourism

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Presentation to Mumbrella 360 audience. Part of a 4 way pitch between a creative, communications, digital and data agency. I focussed on a global point of convergence to engage creators in markets around the world. each of them creating a story we could leverage back into their home market media

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  • Dan La Fontaine is sure to haunt my dreams for that, but hopefully you get the idea.
  • Moving picture and sound have a wonderful power

    They connect landscape and place with an emotional layer of story. They truly transport people to another place and can be a powerful tool in promoting destination and getting tourists to book.

    My part of comms has a wonderful power too. Creating credible recommendation is core to what we do, a concept that’s key to travel decisions in almost every market there is research for.

    There was a time where we saw boundaries around platforms like broadcast and print, but the media’s changed and so have we, our stories go further than ever before.
  • There is a planet sized challenge in your brief.

    While Australia is at the core of what is relevant to both of your brands but you’ve got different and only slightly overlapping audiences.

    A planet sized challenge needs a planet sized insight.

    We looked for a point of cultural convergence that can make a connection for both of your audiences and deliver on your business goals, and do that across multiple countries.

  • We started by looking at the way Australia tells stories. We live in a country blessed with a 40,000 year old history of storytelling and a foundation myth that says that a story sung the world into existence.

    Rather than focus on the diversity and differences between countries we went in search of a commonality we could harness.
  • In every country continent or culture, there are powerful archetypes that seem to pop up again and again, in different times and different languages.
  • The most universal of these is the hero’s journey. Some of the most memorable stories we know are built around a hero’s journey
  • Like a quest or adventure that requires a heroine to step out of her ordinary world and into an extraordinary one.

    What if our strategy to could tap into this truly global mythic construct?
  • After all what better analogy of a hero’s journey than an Australian adventure?

    A long journey to a far off land, full of danger, drop bears and strange but compelling characters. Where the reward is the experience itself, the stories for future telling, the people met along the way and the person you become as a result.

    Doesn’t a trip to here sum up the very reasons we travel in the first place?
  • Every hero’s journey starts with a point of incitemnet. We’re going to stand up and tell the world that heroes are wanted.

    Our idea begins with influencer generated content. It’s an approach that means we don’t just get content to leverage but the connections to link the content in a really relevant way.

    We want to engage them and leverage their credibility to recommend both industry and destination.
  • For the creator we engage, we’ve got a simple ask. Draw on this universal storytelling framework and create a short and powerful film, a hero’s journey around their real or imagined experience of Australia.

    We want them to become the hero of their own journey, and encourage others to do the same.

    Brevity is going to be key here, we need films that are less than two minutes long.
  • Australian production, story and talent has to be at the centre of all of this.

    We can achieve that by putting a constraint on the creators.

    We want to open the Screen Australia archive, so every hero’s journey that is created has a connection woven in from the start.
  • We need to engage different tiers of creators.

    We’re going to need to call in the favours of your network to secure a handful of truly top talent, without having to part with the lion’s share of any available budget.

    We also need to ensure that there’s enough content to make this campaign gain momentum. We’ll achieve this by targetting the next generation of talent that’s training around the world in film and digital media schools, offering a paid gig as part of the next Screen Australia project as an incentive.
  • While outreach to influencers and the generation of content can start today, we want to hold off giving this idea a massive media push until Cannes next May.

    It’s a time when Australian A-listers and infleuncers converge and connect with their global counterparts, in front of the global media scrum.

    We can craft a compelling media story out of equal parts celebrity, creativity and “come to Australia.”
  • We want to run a heroically short film festival, showcasing the best of the content we’ve accrued, plus a select few of Australian and international creators.

    We’re talking a diruptive exectution in a town that thrives on lavish ones. A temporal experience that packs a maximum impact into 30 minutes before packing down and heading to the bar.
  • Hosted by Australia’s most mentionable male lead, the nicest guy in hollywood. We get to create a moment in time that we can leverage to gain coverage, attention and engagement for this idea.
  • We know from our work with Air New Zelaand and their safety videos the value that an earned media push can deliver in terms of views on great content.

    We’ve also learned the value that content has in building a retargeting pool of people we can keep pushing towards an opportunity to book.
  • Because of this, a responsive platform sits at the heart of our idea. It’s a place to host view and share the content created by our campaign, with the flexibility to work in markets that are becoming mobile first and the ones in Asia who have never known any other way.

  • We know how to make the web responsive from a PR perspective too.

    With each upload, we’ll assess influence across social and media channels, identifying those with media chops or extraordinary content to sell in to media in their countries.

    Because the content is made from Screen Australia stories, we’ll be able to weave industry and talent into this coverage, delivering the difficult to achieve relevance for Australian stories abroad.
  • With each consumer visit to the site, we add another human to the pool of people we can retarget towards an Australian holiday.

    We’ll offer a simplified version of their own ideal hero’s journey for the chance to win a holiday here, and a piece of content to share on their own social channels.

    The choices they make in building their journey form the basis of a data driven edm campaign matching their preferences with different facets of the Australian tourism offer.
  • We want to measure outputs and outcomes from our efforts.

    Stories placed, pieces of content created and views on page will show we’re working for our paycheck

    Inbound opportunities for Screen Australia, conversion from the retargetting pool and a bump in visitor numbers will show hard work is effective too.
  • We’d love to see the archive opened for good, so the next generation of creators can use it to hone their skills and build a deep seated desire to work in and with Australia.
  • In the end, our idea is about great stories.

    Great stories resonate at a human level and keep the creative industries alive.

    Great stories are a reason to travel to a place that is about as far way from where you’re from as you can get.

    Great stories link the impact of our landscape with the character of our people

    Great stories remixed earn us the right to talk about Australian stories around the world in a really relevant way, building value for both your agencies.
  • The Hero's Journey - Leveraging Screen Australia to drive tourism

    1. 1. MORE THAN PLACE
    2. 2. IT’S A BIG CHALLENGE
    3. 3. AUSTRALIAN STORYTELLING
    4. 4. THE HERO’S JOURNEY
    5. 5. THE HERO’S JOURNEY
    6. 6. HEROES WANTED ENQUIRE WITHIN HEROES WANTED
    7. 7. CREATE A HERO’S JOURNEY
    8. 8. OPEN THE VAULT
    9. 9. TIERS OF OUTREACH
    10. 10. WHILE THE CAMERAS ARE ON US
    11. 11. HEROICALLY SHORT
    12. 12. THE PERFECT HOST
    13. 13. CONTENT IS A SAFE BET
    14. 14. DIGITAL FOR EVERY DEVICE
    15. 15. Londoner triumphs with heroicAustralian journey
    16. 16. A MEASURED RESPONSE
    17. 17. LEAVE IT OPEN FOR GOOD
    18. 18. @benshipley

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