Project Overview
Australia isn’t just a place you see, it’s a place you feel. Using this app, dive in and see for yourself what Australia feels like in a series of immersive 360º videos. Featuring epic first-person views of the white sandy beaches and crystal blue waters of the Great Barrier Reef, landmarks such as the Sydney Opera House, Australia in 360º puts you at the centre of some of the world’s most beautiful and unique aquatic experiences.
Project Commissioner
Project Creator
Team
Tourism Australia:
John Mackenney
Larissa Nery
Fiona Foord
Millipede:
Thomas Brophy
Geoff Walker
Stewart Tresize
DT Sydney:
Alissa Priest
Brett De Niese
Phoebe Calcutt
Amanda Jacobs
Anand Banerjee
Michael Harmer
Project Brief
Tourism Australia is evolving its global There’s Nothing like Australia campaign to place renewed focus upon one of Australia’s key competitive advantages – our aquatic and coastal experiences.
The campaign seeks to address the fact that, whilst Australia has a strong aquatic and coastal offering, we are losing ground to key international competitors such as South Africa, Hawaii and the USA.
The new campaign taps into the fact that around 70% of our international visitors have undertaken an aquatic and/or coastal experience as part of the trip to Australia. This is a huge marketing opportunity.
Project Need
One of the features of the campaign was bringing Australia to life using ground-breaking Virtual Reality (VR), 360 footage and compelling User Generated Content (UCG) on a size and scale never before seen in destination marketing. The use of VR and 360 footage provides an immersive experience and bring our incredible aquatic and coastal experiences to life to inspire media, travel sellers and consumers overseas.
This campaign has been designed to be incredibly immersive and capture what it feels like to be in Australia and to experience for yourself being in or near the water. 17 x 360 degree films were shot across Australia, in one of the most complex shots Tourism Australia has conducted. More than 40 cameras, 8 unique 360 degree camera rigs and 3 drones were used to produce the campaign’s 17 films.
Tourism Australia has embraced this technology on a scale that no other destination marketing organisation has. They have been able to more effectively tell our aquatic and coastal story in a more immersive way that ever before.
Our technical solution on Australia.com and Australia.cn overcomes the browser compatibility barriers found by only using YouTube and Facebook’s native 360 degree players, this approach demonstrates innovative thinking by providing accessibility across the world, on all devices – something that other brands have not yet overcome.
User Experience
The app was developed for iOS and Android and created in both English and Mandarin.
Users simply download the free app and insert their smartphone into a VR device like Google Cardboard or Samsung Gear. Once the headset is on, the user can navigate by simply looking at the controls. A great deal of attention was given to this so that the experience was as intuitive and pleasurable as possible.
Project Marketing
The app was launched in New York by global ambassador and actor Chris Hemsworth and then again by Malcolm Turnbull in Shanghai as part of a trade mission. A great deal of publicity has been created as a result.
Since the campaign launched on 26th January we have so far recorded 6.5 million views across YouTube, Facebook and Australia.com. Significantly the aquatic themed videos have helped to drive a 64 per cent increase in engagement on Australia.com and leads to industry have grown 77 per cent.
Project Privacy
By not requiring logins or the collection of personal information.
Tags
Best Mobile Marketing Campaign
This category recognises campaigns that use elements such as competitions, promotions & messaging to engage customers on the mobile channel exclusively.
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