| Title | MAKING TRACKS |
| Brand | TOURISM AUSTRALIA |
| Product / Service | AUSTRALIA |
| Category | A07. Best Use of Digital Media in Online Advertising |
| Entrant | DDB Sydney, AUSTRALIA |
| Entrant Company: | DDB Sydney, AUSTRALIA |
| Advertising Agency: | DDB Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Dylan Harrison | DDB Sydney | Executive Creative Director |
| Matt Grogan | DDB Sydney | Creative Director |
| Guy Lemberg | DDB Sydney | Copywriter |
| Justin Theng | DDB Sydney | Art Director |
| Paul Sharp | DDB Sydney | Art Director |
| Mandy Whatson | DDB Sydney | Group Business Director |
| Kristofer Taylor | DDB Sydney | Business Director |
| Chris Grainger | Corporate Video Australia | Director |
| Jeff Grainger | Corporate Video Australia | Producer |
| Brenden Johnson | DDB Sydney | Executive Producer |
| Casey Schweikert | DDB Sydney | Producer |
| George Kacevski | DDB Sydney | Editor |
| Mark Parry | DDB Sydney | Editor |
| Danny Grifoni | DDB Sydney | Sound Design |
| Isabel Toby | DDB Sydney | Production Director |
| Ben Arnold | DDB Sydney | Digital Business Director |
| Nick Baker | Tourism Australia | Executive General Manager of Consumer Marketing |
| Kim Portrate | Tourism Australia | General Manager of Consumer Marketing |
| Emily Hill | Tourism Australia | Marketing Communications Manager |
| Rapthi Thanapalsingham | Tourism Australia | Digital Marketing Manager |
The results were incredible: • 2.7 million - total views of all four videos on YouTube • 11.1 million - a six minute compilation film streamed during the YTSO Grand Finale concert, making it the most watched live music concert on YouTube • 2.8 million views of the mobile live stream making it the biggest ever YouTube live stream • 19.1 million streams took place as the concert was replayed on YouTube in the following 24 hours after concert • #1 on YouTube - Most Viewed, Most Discussed, Top Rated & Top Favorite (March) - Travel & Events - Australia
Travelling in pairs, they visited the most stunning parts of the country, and despite their very different musical styles, collaborated on tracks influenced by their experiences. These magical landscapes provided a stimulating backdrop for them to compose and write their musical journey. The collaborations resulted in four different musical tracks, each one reflective of the diversity and beauty of Australia. The final output, ‘Making Tracks’, culminated in four inspiring short films and one beautiful compilation film. Five key channels were utilised: 1. Multiplatform media channels were used including a sitelet (www.australia.com/makingtracks). 2. The episodes were broadcast through Tourism Australia’s YouTube branded channel. 3. The episodes were broadcast through the YTSO2 website - a portal dedicated entirely to the festival. 4. Making Tracks was leveraged globally through content programs across traditional and digital media platforms. 5. A digital seeding strategy was executed via bought/earned media through sharing and social media integration.
The YouTube Symphony Orchestra was performing at the Sydney Opera House. The objectives of Tourism Australia were to maximize the attention of the festival, showcase Australia to the world and inspire both Australians and international visitors to explore Australia. This event provided an opportunity for Tourism Australia to tap into its experience seeker target market through a culturally diverse program connected to music and the arts. The project objective was to leverage off the event and showcase Australia in unique and inspiring ways to promote and generate interest and buzz around the event and encourage the audience to visit Australia. We selected four YouTube Symphony Orchestra musicians and four contemporary Australian artists and gave them a unique musical challenge to create a musical track influenced by the world's most inspirational country - Australia.