RED CENTRE WAY HYPERMEET PRESENTED BY CORY GALE

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

ALRIGHT, LET’S DO THE NT!

ULURU CAMEL TOURS, MATT GLASTONBURY

CAMPAIGN DATES: 4th March to 3rd April 2015

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?

HYPERMEET IS BORN 26  August  2014,  Instagram  launches  Hyperlapse  app  

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

1) MUSIC

ANDREW LANGFORD SOUNDS OF STARLIGHT THEATRE

ANZAC HILL, MATTHEW VANDEPUTTE

2) FOOD!

ANZAC HILL, MIA GLASTONBURY

3) ENTERTAINMENT

DIGGER (DINGO) ALICE SPRINGS DESERT PARK

ANZAC HILL, MATTHEW VANDEPUTTE

ANZAC HILL, MATTHEW VANDEPUTTE

DINGO SELFIE

SONDER (WEDGE-TAILED EAGLE) ALICE SPRINGS DESERT PARK

ANZAC HILL, MATT GLASTONBURY

WOMA PYTHON ALICE SPRINGS DESERT PARK

ANZAC HILL, MATTHEW VANDEPUTTE

4) FUN!

ANZAC HILL, MATTHEW VANDEPUTTE

PLAY VIDEO MATT 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

COVERAGE

Tourism Australia

DIFFERENT LOCATIONS = DIFFERENT CONTENT MATTHEW VANDEPUTTE, KINGS CANYON RIM WALK

DIFFERENT LOCATIONS = DIFFERENT CONTENT MATT GLASTONBURY, KINGS CREEK VIEWING PLATFORM

DEDICATION CONNECTIVITY

ORMISTON GORGE, MATTHEW VANDEPUTTE

UNPREDICATBLE WEATHER

ULURU, MIA GLASTONBURY

INCLUDE SITE RECCES IN THE ITINERARY

ULURU, MATTHEW VANDEPUTTE

PACK INFLUENCER SURVIVAL KITS

GEORGE GILL RANGE, MATT GLASTONBURY

BE FLEXIBLE

ULURU, MIA GLASTONBURY

PLAY VIDEO MATT VANDEPUTTE

THANKS FOR LISTENING.WHEN ARE YOU GOING TO DO THE NT?