Results and Effectiveness

From Roy Morgan campaign tracking: • Online bookings exceeded targets by 525% • BVD views over-delivered 26% vs. target of 100,000 • Achieved 42% advertising awareness (against target of 40%) • Travel intention increased 22% (from 8% to 11%) • Integrated campaign generated a 300% increase in CTR • 240% increase in e-newsletter opt-ins year-on-year • 30% increase in time spent on site year-on-year • Added value estimated at +$2.6MM. Adventure, fun - verbatims indicated changing perceptions. In 2009, NT was the ONLY State/Territory to increase visitation (+4.1%). All other states had declines (Source: National Visitors Survey)

Creative Execution

All media drove to the BVD, a media first for travel in Australia, which enticed Spirited Travellers to experience Darwin for themselves. We partnered with # 1 TV Network and their affiliated online portal (Yahoo!), which housed the BVD. This consisted of 17 three minute webisodes, featuring different experiences in Darwin. New webisodes were released each week to demonstrate the depth of experiences and encourage repeat visitation. It also housed all the information required to plan and book your trip: Custom video retail offers from industry partners (airlines, hotels etc) with click-to-book features, itineraries, photo galleries, video diaries, e-newsletter signups and a competition. 8 x :15 and :45 TV commercials (cut from 8 webisodes) appeared in the same break in targeted TV programs, were designed to tease/intrigue viewers, pushing to the BVD for more information. Magazine ads appeared featuring the Mix it Up stamp and pointed to the BVD

Insights, Strategy and the Idea

The Northern Territory (NT) is often overlooked as a domestic vacation destination because overseas holidays to places like Asia are more aspirational and becoming more affordable. In the face of the Global Financial Crisis and the uncertainly that followed, we needed to position the NT as offering a valuable experience, to combat the cheap deals that were flooding the market. Compared with other destinations, going to Darwin, (NT’s Capital), is more expensive, but we could differentiate on offering "Unique Experiences" and the significance they carry. Smart use of small budgets was also key. The business objectives: generate 1200 bookings, increase intention to travel to Darwin above 8% and achieve advertising awareness above 40%. We achieved this via a digitally led content strategy, pulling the audience to our Branded Video Destination (BVD) . Content rich video, showcasing Darwin experiences to our Spirited Traveller audience was at the core of our strategy.