MAKING TRACKS

TitleMAKING TRACKS
ClientTOURISM AUSTRALIA
Product / ServiceAUSTRALIA
CategoryA06. Best Use of Digital Media in a Promotional Campaign
EntrantDDB Sydney, AUSTRALIA
Entrant Company:DDB Sydney, AUSTRALIA
Sales Promotion/Advertising Agency:DDB Sydney, AUSTRALIA

The Brief

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.

Describe how the promotion developed from concept to implementation

Four YouTube Symphony Orchestra musicians and four contemporary Australian artists were given a unique challenge to create a musical track influenced by the world's most inspirational country - Australia. Traveling in pairs, their journeys took them to the most stunning parts of Australia. These unique locations and landscapes provided an inspiring backdrop for them to compose their musical journey - all of which was filmed along the way. The collaborations resulted in four different tracks, each one reflective of the diverse beauty of Australia. The final output was the creation of four inspiring short films and one beautiful compilation film.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

There were five key channels utilised to promote Making Tracks: 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 channel integration.

Credits

Name Company Position
Dylan Harrison DDB Sydney Executive Creative Director
Matt Grogan DDB Sydney Creative Director
Justin Theng DDB Sydney Art Director
Paul Sharp DDB Sydney Art Director
Guy Lemberg DDB Sydney Copywriter
Mandy Whatson DDB Sydney Group Business Director
Kristofer Taylor DDB Sydney Business Director
Brenden Johnson DDB Sydney Eexcutive Producer
Casey Schweikert DDB Sydney Producer
Jeff Grainger Grainger TV Producer
Chris Grainger Grainger TV Director
George Kacevski DDB Sydney Editor
Mark Parry DDB Sydney Editor
Danny Grifoni DDB Sydney Sound Design / Arrangement
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