Hypermeet in the Red Centre - An Instameet with a difference | Cory Gale | #SoMeT15AU Sunshine...
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Transcript of Hypermeet in the Red Centre - An Instameet with a difference | Cory Gale | #SoMeT15AU Sunshine...
BACKGROUND Des$na$on NT • That spectacular place in the top-‐middle part of this
sunburnt country; home to crocodiles, The NT News, extreme heat and a big ROCK, apparently;
• Only 2.6% of interstate holiday market share; • 6.8% of internaFonal holiday market share; • So why don’t more visitors go to the NT?
SOUNDS OF SILENCE, MATT GLASTONBURY
BACKGROUND
Brand NT • Do the NT • The NT isn’t a place that you go, it’s a place that you Do • Do Different – there’s more to the NT than Uluru and Kakadu • Do Journeys – encourages acFve adventure and dispersal
The next 30 minutes will flip your percepFon of the Red Centre on his head!
MOUNT SONDER, MIA GLASTONBURY
OBJECTIVES PRIMARY • Develop relaFonship with local IG community to enhance reputaFon of @AusOutbackNT
and encourage curaFon of quality content; • Raise awareness and preference of Alice Springs and the surrounding region as a place to
visit for 3-‐5 days; • Raise awareness of the Red Centre Way and the West MacDonnell Ranges hot spots as a key
part of the Alice Springs holiday offering, and; • Raise awareness of Kings Canyon, Kata Tjuta and Uluru as addiFonal icons to visit.
SECONDARY • Do the Icons – West Macs, Kings Canyon, Uluru & Kata Tjuta; • Hit the town – Do A_racFons, Do Cafes, Do Nightlife, and; • Get out an about – Do Adventure.
To position Alice Springs as a destination in its own right
ORMISTON GORGE, MATT GLASTONBURY
Bought Media Extensive media buy across digital and television.
Example of changing Half Page banner creative: YouTube in-display
How did we maximise this media buy?
CAMPAIGN CONSIDERATIONS 1) Select the right influencers 2) Capture assets that can be leveraged across mulFple plaborms 3) Curate engaging and shareable content that aligns with Do the NT and Choose your own Adventure campaign 4) Select the right operators 5) Leverage key partnerships
STUART HIGHWAY, MATT GLASTONBURY
ANZAC HILL HYPERMEET Local community acFvaFon – engage media, public instameet, bring ASP to the town centre’s most iconic locaFon “Hit the Town” è one of the key content pillars for CHOOSE YOUR OWN ADVENTURE • Welcome event to the Outback and the public “Instameet” component of the
acFvity • Build local community of core influencers, who have helped build the
#NTaustralia asset library from 7,000 to 58,000 in just over 12 months • Influencers selected based on quality of content and ability to secure @Australia
features
LASSETERS HOTEL, MIA GLASTONBURY
RESULTS INSTAGRAM ENGAGEMENTS: 521,663* *combined engagements from influencers, Tourism NT and Tourism Australia 13.1% more engagement on photos 14.4% less engagement on video VIDEO VIEWS YouTube and Facebook YouTube: 62,642 (28,559 from spend) Facebook: 46,752 TOTAL VIEWS: 109,394 FACEBOOK TOTAL REACH: 193,574
GLEN HELEN GORGE, MATT GLASTONBURY