Tourism Australia Promo, Case study WORLD'S MOST REMOTE POLLING BOOTH by Mango Sydney

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WORLD'S MOST REMOTE POLLING BOOTH

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Industry Transport, travel & tourism, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Australia
Agency Mango Sydney
Released November 2011

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: TOURISM AUSTRALIA
Product/Service: GREAT BARRIER REEF AWARENESS
Agency: MANGO
Manager/Global Public Relations: Emma Sturgiss (Tourism Australia)
Advocacy Manager: Nicole Tiedgen (Tourism Australia)
Managing Director: Simone Drewry (Mango)
Senior Strategist: Melissa Simpson (Mango)
Creative Planner: Erica Valenti (Mango)
Account Manager: Ella Taachi (Mango)
Production Director: Michael Ozard (Mango)
Senior Executive Producer: Brooke Pilton (Mango)
General Manager: Elly Hargreaves (Mango)
Account Director: Rebecca Adams (Mango)
Media placement: Media Relations, Consumer PR - Australian News Media I.e. Channel 9 Today, Canberra Times, Adelaide Advertiser, 2UE Radio - 1st September 2011
Media placement: Experiential, Consumer PR, Digital PR And Media Relations - Australian News Media I.e. Channel 7 National News, Channel 10 National News, WIN TV Regional - 26th October 2011
Media placement: Experiential - - 1st November 2011
Media placement: Media Relations - 9th November 2011 - 9th November 2011

Summary of the Campaign
The Challenge:
The Australian icon, the Great Barrier Reef, was shortlisted to be named a New7Wonder of Nature in a global campaign to find the 7 most wondrous natural sites of the world, as decided by the public vote.

Tourism Australia tasked us with creating a PR campaign that would raise awareness and motivate votes for the national icon from a domestic and international audience.

The Objective:
Raise awareness and drive votes for the Great Barrier Reef in the global New7Wonders of Nature campaign.

The Strategy:
Create an election-based PR program, to tap into the audience’s love of voting on an international level and motivate Australia’s national pride and competitive spirit on a domestic level.

The Execution:
We activated a 10-week campaign that included intensive media relations, creation of visual social media and news content, ongoing social media community management as well as experiential activities.

The creative focus of the campaign was the creation of the ‘world’s most remote polling booth’, placed on a tiny sandbank island, right in the middle of the Great Barrier Reef. The booth captured the votes of nearby swimmers and snorkelers. Vision was taken and seeded amongst domestic news outlets and global social media channels with significant media uptake.

The Outcome:
Wide scale news and social media coverage was achieved, reaching over 75m people. The vision received almost 20,000 Facebook ‘likes’, the most achieved on a Tourism Australia Facebook page post to date at that time, and almost 7,000 views on YouTube.

The Situation
Tourism Australia is the Australian Government agency responsible for international and domestic marketing of Australia for leisure and business travel

The Situation:
Australian icon, the Great Barrier Reef, was shortlisted to be recognised as one of the seven most wondrous natural sites in the world, as voted by the public.

Tourism Australia needed to rally support and voting from its domestic and international audiences.

The Opportunity:
The campaign served as an opportunity to further raise the profile of the Great Barrier Reef and continue to communicate Tourism Australia’s message that ‘There’s nothing like Australia’ to the rest of the world.

The Goal
Goal:
Generate votes via traditional media coverage and social media buzz.

Research:
Our social media listening revealed low awareness of New7Wonders of Nature. The challenge was to raise awareness to achieve further support.

Objectives:
• Create newsworthy coverage to drive mass awareness
• Generate engaging content to encourage online conversation
• Provide a compelling argument about why the public should vote for the Reef

Success Criteria:
Widespread knowledge through 50 pieces of content and a campaign reach of 50m.

NB: The New7Wonders Foundation did not release voting numbers, so it's not possible to measure the impact that PR had on voting.

Target audience:
The Australian domestic and international public.

The Strategy

Using the popularity of voting-based reality TV programs, such as X-Factor, as inspiration, we activated an election-based PR program, designed to raise awareness of the New7Wonders of Nature campaign to tap into the audience’s love of voting on an international level and motivate Australians’ strong sense of patriotism and competitive spirit on a domestic level.

Our 10-week campaign:

Phase 1: Media relations announcement to create interest in and awareness of the campaign and inspire competitive spirit amongst the domestic audience

Phase 2: Compelling and visual PR stunt to raise awareness and drive further votes

Phase 3: Experiential activity to facilitate further voting amongst a domestic audience

Phase 4: National media relations announcement to encourage final push of activity with 48 hours left to vote

Ongoing: Social media program to encourage conversation amongst a captive domestic and international audience

Execution
The creative focus was the creation of the ‘world’s most remote polling-booth’, placed on a tiny island, in the middle of the Great Barrier Reef.

The booth captured votes from nearby swimmers and snorkelers, via an iPad. Vision was captured and distributed to traditional and social media.

Using Tourism Australia’s Friends of Australia network, co-founder of Earth Hour, Andy Ridley, was engaged as spokesperson for all content.

Other elements:
Phase 1: Media call-out to rally support from media and consumers

Phase 2: Great Barrier Reef stunt

Phase 3: Australian Milliner, Neil Grigg, created Reef inspired head-pieces, worn by staff at Royal Randwick race course on iconic Melbourne Cup day, designed to catch media and consumer attention.

Phase 4: A final media call-out to urge voting in the final 48 hours

Ongoing: A social media program, including management of the campaign Twitter feed, a Facebook voting app, conversation calendar and seeding amongst third party Facebook pages, e.g. tourism stakeholder Stayz.com.au.

Documented Results
Due to competition from countries with significantly larger populations (voting was not scaled accordingly), the Reef was not voted into the final 7. However, the campaign significantly raised the profile of the Great Barrier Reef and Australia, both domestically, and globally.

Results highlights include:
Media impact
- 135 pieces of overall media coverage
- 15 pieces of TV coverage
- 48 pieces of radio coverage
- PR impressions (international and domestic): 75m+

Social media impact
- 6,290 views on YouTube
- 19,136 'likes' on Tourism Australia’s Facebook page - the highest number achieved for a Tourism Australia Facebook post to date
- Facebook virality of 2.79%
- Over 100 pieces of blog coverage

Awarded Best Use of Multi-Media Creativity by the New7Wonders Foundation

*NB: Please note that final placing and voting numbers were not disclosed by the New7Wonders of Nature Foundation.