Reconnecting a world in isolation with an industry in crisis, inspiring the world to keep dreaming of their next Australian holiday.
As we picked up the pieces, a global pandemic brought the industry back to its knees. Attractions closed. Airlines shutdown. Events cancelled. Overnight, tourism ceased to exist.
The challenge? Reignite the dream for travel in Australia by:
• Facilitating international audiences to explore and experience Australia remotely
• Increasing Australia's intention to undertake domestic Australian travel
It was an unprecedented challenge, demanding a response unlike any other.
To rapidly ideate and produce the campaign under COVID-19 lockdown restrictions, we established new workshopping and collaboration practices to unite Tourism Australia and its agency partners – Digitas, UM, opr Agency, M&C Saatchi and Reprise – to co-design the entire campaign.
Then, we helped tourism operators become live streamers of pro-quality content overnight by developing a bespoke web-based platform able to run on any device with no downloads, installations or logins required and a direct line to our in-house producers to guide them through their streams.
When it was time to invite people to join the virtual holiday experience, we created a Facebook event designed to give people a taste of the unmissable experiences they could expect to see, inspiring them to add the event to their calendars.
We then handed over the reins to 40 tourism operators to show off the incredible breadth of Australia’s tourism offering through their unique live streams, engaging celebrity chefs like Matt Moran, Hayden Quinn and Jock Zonfrillo, entertainers like Rove McManus, The Wiggles and Jack River, and Outback Wrangler Matt Wright to add some star power to our weekend line-up.
Across 32 live streams in 36 hours, viewers fed crocs in Darwin, went scuba diving on the Great Barrier Reef, flew a chopper over The Kimberley, exercised with Chris Hemsworth’s trainers in Byron Bay, cuddled koalas in Currumbin, paraded with penguins on Phillip Island, discovered dreamtime stories in Shark Bay and watched the sunset at Uluru. All produced and premiered in real time and amplified across 12 global markets, giving viewers a unique chance to experience and interact with the best of Australia from anywhere in the world.
And we did it all in under 6 weeks from briefing to launch – all within strict COVID-19 lockdown and social distancing restrictions.
Our epic ‘Live From Aus’ weekend delivered epic results.
The Love Australia Project – a special TV event to kick off the campaign – reached 1.27 million Aussie viewers and trended #1 on Twitter nationally.
Ahead of the first live stream, our Facebook event reached 16 million users and secured 100,000 sign ups.
During the live weekend, our 32 unique live streams drew 6.6 million live views, delivering 12 years of viewership in just 48 hours. The total view count for the live content climbed to 34 million over the following fortnight, engaging audiences from over 40 countries.
Globally, the campaign generated 226 million impressions and reached 127 million unique social users, driving significant lifts in recall and sentiment in all international markets. The campaign earned 1,765 pieces of media coverage, with 100% positive sentiment, delivering an estimated 1 billion reach through global PR.
Most importantly, ‘Live From Aus’ genuinely reignited the dream of travel in Australia, with travel booking sites like Booking.com recording an instant 10x spike in searches for Australian holiday experiences during the streaming period. The majority of the tourism operators we featured also received new bookings directly attributable to their ‘Live From Aus’ stream.
And it didn’t stop there. Having established real-time streaming as a format for Tourism Australia to keep sharing our wonderful wildlife, people and places over and over again, the brand continued delivering new live content weekly throughout June.
By tapping into the biggest trend in social, inspiring a renewed sense of connection and bringing the best of Australia to a world in lockdown all under COVID-19 restrictions, ‘Live From Aus’ delivered an unprecedented response to an unprecedented problem, helping an industry in crisis to face an uncertain year ahead.