Results and Effectiveness

With all campaign content created by real Kiwis this was an authentic example of a brand handing over a campaign to the people. The campaign successfully changed key perceptions about Australia. Colmar Brunton research confirmed the following shifts amongst Kiwis exposed to the Amazing 100 content: • +14% agree: “Australia has a lot to do for travelers outside the main cities” • +9% agree: “Australia has inspiring options available for different holidays” • +7% agree: “Australia offers a wide range of diverse experiences for travelers” Participation results: • Amazing 100: 32,225 votes (+47% of goal) • Questionnaire: 45,000 entries (+290% of goal) • 13,500 Facebook/Twitter shares

Creative Execution

A fully integrated content partnership with NZ's biggest media owner - Fairfax Media. We enlisted sixteen of Fairfax’s editors & travel writers to kick start the bucket list by having them talk about their personal favourite Australian experiences. This gave us 100 experiences that were then amplified across Fairfax digital and print platforms and became the catalyst to inspire the NZ public to vote for their favourite so we could rank the experiences from 1 to 100. Anyone who shared their vote with their social network received a bonus entry into the prize draw: a chance to win 1 of 4 Australian experiences. The final bucket-list was announced to the NZ public who were then re-engaged with the content through a simple questionnaire about the experiences. Correctly answering 12 of the 15 questions meant you were entered into the draw to win another amazing Australian experience.

Insights, Strategy and the Idea

Tourism Australia’s long term goal is to increase tourism revenue from New Zealand. INSIGHT Visitor numbers from NZ make it Australia’s largest market for tourism visitors. Yet for most Kiwis, travelling to Australia has become like kissing your sister – over familiarity has resulted in a lack of excitement when compared to other more exotic destinations. Kiwis think they know everything there is to know about Australia, and aren’t able to plan beyond a week(end) in Sydney, Melbourne or the Gold Coast. STRATEGY We needed to move beyond the cliché global tourism campaigns that hold little relevance for Kiwis, to create a campaign that would shake Kiwis out of their lethargy: to surprise and inspire them by demonstrating the depth and breadth of amazing Australian experiences that lie beyond the main gateways. IDEA The definitive bucket list of 100 must-do Australian experiences – inspired and created by Kiwis, specifically for, Kiwis.