Tourism Western Case study THE EXTRAORDINARY TAXI RIDE by HOST Sydney

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THE EXTRAORDINARY TAXI RIDE

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Industry Travel Agencies, Tour Operators & Travel Services
Media Case study
Market Australia
Agency HOST Sydney
Creative Director Gary De The Glue Society
Released March 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: TOURISM WESTERN AUSTRALIA
Product/Service: TRAVEL AND TOURISM
Agency: HOST
Date of First Appearance: Mar 1 2010
Entry URL: http://www.extraordinarytaxiride.com.au/
Business Director: Charis Marr (Host)
Account Director: Kate Blackadder (Host)
Planner: Carrie Booth (Host)
Comms Planner: Lisa Aitken (Host)
Digital Planner: Broni Galvin (Host)
Executive Print Producer: Michael Cleary (Host)
TV Producer: Verity Cornell (Host)
Executive Digital Producer: Claire van Heyningen (Host)
Senior Digital Producer: Memi Chang (Host)
Creative Director: The Glue Society (The Glue Society)
Writer/Art Director/Director: Jonathan Kneebone (The Glue Society)
Writer/Art Director/Director/additional Photography: Paul Bruty (The Glue Society)
Production Company: Revolver (Revolver)
PR: One Green Bean (One Green Bean)
A/CEO: Stephanie Buckland (Tourism WA)
A/Executive Director Marketing: Kelly MacLean (Tourism WA)
A/Director Marketing Services: Catherine Fethers (Tourism WA)
Manager Digital Marketing: Sarah Foster (Tourism WA)
Digital Project Manager: Quie Ying Morrison (Tourism WA)
Media & PR Executive (Destination): Sarah Monahan (Tourism WA)
Media placement: Direct Mail - DM To Taxi Industry - March 2010
Media placement: In Taxi Messaging - In Taxi Messaging - March 2010
Media placement: Press - The West Australian, Fairfax - March 2010
Media placement: OOH - Perth, Sydney, Melbourne - March 2010
Media placement: Ambient - Perth - March 2010
Media placement: Radio - 2UE, 2M, 2DAYFM, WSFM, Nova, Vega, 2GB, FoxFM, Gold - March 2010
Media placement: Online Display - Fairfax - March 2010
Media placement: Social Media - Internet - March 2010
Media placement: EDM - EDM To Existing Database - March 2010
Media placement: Cinema - Val Morgan - March 2010

Describe the campaign/entry
How do you get people to put WA on their holiday wish list when the common perception is that it is too far, too big, too expensive and just too difficult? Our solution was to dramatise our new brand positioning in an extraordinary way.
We took 22 lucky people on an epic 13,000km journey around WA, showcasing the unique destinations and experiences the state has to offer. Not the usual expected campervan, or RV but in an international symbol of travel, a taxi, driven by a real Western Australian Cabbie.
And we shared all the extraordinary experiences from the road as it unfolded.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign ran across several phases including recruiting and voting for the taxi driver, promoting the journey and a chance to win a place in the cab, as well as going on the journey itself.
It involved sending a team of 32 people around the state for 9 weeks, including the taxi driver, passengers, RAC, film crew and photographers.
Once the journey was completed, the last phase of the campaign used all the content from the road showcasing how the passengers connected with Western Australia through their extraordinary experiences.
A multi-channel campaign, it appears in 15 separate channels: Cinema, Press, Radio, OOH, Online Display, Direct Mail, Social Media, Ambient, PR, Branded Content, Online hub, Webisodes, EDM, In-taxi messaging & local events.
In addition, a 1 hour documentary special aired on commercial television.

Give some idea of how successful this campaign/entry was with both client and consumer
• Tourism WA report $5.5million in media coverage globally reaching 98 million.

• Campaign awareness of 76% in WA and 46% in states outside of WA.

• WA considered extraordinary by 59% of people intrastate and 44% interstate.

• 20% increase in travel partner booking directly attributable to the campaign.

• ROI to date of #13 of the WA economy for every $1 invested in the campaign – equating to a total injection of $72 million.