Western Australia Promo THE EXTRAORDINARY TAXI RIDE by HOST Sydney

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Promo & PR
Market Australia
Agency HOST Sydney
Creative Director Gary De The Glue Society
Released February 2010

Credits & Description

Category: Entertainment & Leisure
Product/Service: TOURISM
Agency: HOST
Date of First Appearance: Mar 1 2010
Entrant Company: HOST, Sydney, AUSTRALIA
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)
Public Relations: One Green Bean (One Green Bean)
Chief Executive Officer: Stephanie Buckland (Tourism WA)
Executive Director Marketing: Kelly MacLean (Tourism WA)
Director Marketing Services: Catherine Fethers (Tourism WA)
Manager Digital Marketing: Sarah Foster (Tourism WA)
Digital Project Manager: Quie Ying Morrison (Tourism WA)
Media & Public Relations 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 - October 2010

Describe the objective of the promotion.
Western Australia was punching below its weight. Interstate visitor numbers were stagnating and WA was failing to get its fair market share.

We needed to reposition WA – give it something to stand for, encourage reappraisal of what it has to offer, and overcome perceptions that it’s too far and too expensive.

Our brief was to present the state in a unique way through a non-traditional activation campaign that talked to our core target of “Aspirational Achievers” and “Socially Aware” segments.

Describe how the promotion developed from concept to 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, a well as going on the journey itself.

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 appeared in over 15 channels: Cinema, Press, Radio, OOH, 1 hour documentary, Online Display, Direct Mail, Social Media, Ambient, PR, Branded Content, Online hub, Webisodes, EDM, In-taxi messaging and local events.

Explain why the method of promotion was most relevant to the product or service.
Our ‘factory tour’ around the state revealed that Western Australia had an abundance of unique and unusual places, things or facts.

Simply put the state was Extraordinary. And this then formed the basis of our strategic platform.

For an extraordinary holiday, come to an extraordinary place.

We therefore needed an extraordinary campaign to live up to this positioning.

Describe the success of the promotion with both client and consumer including some quantifiable results.
• 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.