Tourism Australia Unveils $40 Million Campaign With VR And Chris Hemsworth

Tourism Australia Unveils $40 Million Campaign With VR And Chris Hemsworth

If you’ve never been to some of Australia’s most picturesque scenery, Tourism Australia is here to help by diving headfirst into the virtual reality world.

Virtual reality (VR) takes a spot in the front row of Tourism Australia’s (TA) latest $40 million international brand campaign, created by Clemenger BBDO, which focuses on the aquatic and coastal leisures Australia has to offer.

It’s the first time the tourism body for our fine country has dabbled in VR.

“The one thing we wanted to get through in this campaign was how beautiful Australia is, and we really wanted to show that beauty to the ultimate benefit of the potential traveller,” said Lisa Ronson, chief marketing officer at TA.

“We wanted to really bring the immersion right through all of the different campaign assets.”

And it’s the simplicity in the design that is what really has Ronson pleased.

“Often with technology, the technology is great, but how the consumer accesses it is tough. So we were really all about making that consumer experience great and easy to use.”

Indeed, we headed to the TA offices in Sydney yesterday to have a play on the VR experiences. And while looking at a number of them in a row made me feel a wee bit queasy, TA had gone all out with 17 different experiences for consumers to try.

20160125_153610_resized

The VR 360 degree offerings, as well as the 2D TV spots were all filmed at the same time over a two and a bit month period, added Ronson, as it’s “more cost effective”.

Check out the 360 degree video TA has uploaded to YouTube. Click on the video and drag it around to see all the different viewpoints.

Alongside VR, the campaign also includes TV spots with the voiceover of Thor actor Chris Hemsworth, a refresh of the brand’s print and digital assets, a 116 page supplement with publication Australian Traveller, social media, and a heap of user-generated content.

“It’s the most comprehensive campaign we’ve ever developed, in terms of assets,” added Ronson.

“What we’ve come up with, we’re all quite pleased with actually. A big part of this was getting people on board, collaborating with all the states and territories to make sure we had a well-planned out campaign.”

The whole campaign has been nearly a year in planning, just a few weeks after Ronson started at the beginning of February 2015.

“It’s my first big one I’ve worked on from end to end.”

On what’s the toughest thing about the campaign is the scrutiny the brand often receives, mainly from Aussies themselves, said Ronson. While the campaigns are designed to attract overseas travellers, Aussies often get in on the action as this is our country being portrayed.

“The toughest thing I think about Tourism Australia campaign – it’s the toughest and also a great thing too – they’re very scrutinised,” she said. “But if the majority of the people engage with it and like it, we’ve got a whole heap of powerful advocates that can talk about it.”

One example being the announcement of Chris Hemsworth as the ambassador, as it was picked up by a number of media outlets and was all over the Facebook feed of this reporter.

Hemsworth was the perfect fit for the brand, said Ronson.

“When we approached him, he was really keen to do it because he loves Australia and he’s keen on helping us tell the Australian story to the world,” she said.

And despite declining to say how much it cost to get him on as ambassador, Ronson said he was the main person they wanted for this campaign.

“When we were talking about the campaign, Chris’s name just kept coming up as the absolute obvious one.

“It wasn’t like we hunted down and had a list to tick off, Chris just seemed like an obvious choice for the campaign.”

The official unveiling of the campaign was in New York City, hosted by Aussie chef Curtis Stone.




Latest News

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE
  • Advertising

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE

Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship
  • Media

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship

Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]