BACKGROUND TO BRIEF
Trip Advisor, the world's largest travel site, set a challenge to travel brands and advertising agencies globally to create an an campaign that will run on its network with the total prize fund of USD $1.5M in media value globally.
The campaign won in 6 different markets around the world, including Australia, Japan, India, France, Italy and Germany, giving Tourism Northern Territory over USD $800K in media value.
BRIEF
The Northern Territory is a big area that, apart from Darin, Uluru and Kakadu, is a little unknown to everyone.
How can we help our users/visitors to find more information about the Territory, and help them plan for their holiday?
SOLUTION
Given that this campaign will run on Trip Advisor network, most of its audience are already in the mindset of going holiday.
So lets make the process of finding information about the Northern Territory a lot easier and engaging.
IDEA
The NT Virtual Tour Guides - Interactive video banners featuring the most laid back, down-to-earth and the most knowledgeable of all the locals have been enlisted to help you plan your holiday.
RESULTS
1000% CTR above industry standard
Over 1M+ questions asked
70 seconds+ display banner interaction time
10% traffic to the website
and importantly, through all the questions asked, this campaign has given The NT a much needed in-depth data on each of the different markets around the globe.