Our work

VANUATU TOURISM OFFICE: BOXING DAY CAMPAIGN

Client

Vanuatu Tourism Office

Date

2023

Campaign

Boxing Day Sale

Audience

Australian international travellers

The brief

Conduct a consumer marketing campaign to drive booking conversions with a tactical offer from airline partner Air Vanuatu.

The Challenge

Fierce competition from other South Pacific destinations, and other Boxing Day sale activity.

Our Approach

  • GTI developed a multi-faceted campaign that included social media, YouTube, native article and digital display advertising promoting a strong lead in airfare
  • Utilise strong relationships in destination to support the campaign by providing attractive accommodation deals available for consumers to book direct on the Vanuatu.Travel website
  • Led with creative that promoted the strong value of the offer and the destination across all channels, with native editorial articles promoting why Vanuatu is a must-visit destination
  • Geotargeted messaging and price points for each departure city (Brisbane, Sydney & Melbourne), for flights into Port Vila and Espiritu Santo from Brisbane
  • Communicated offers with GTI trade and consumer databases further increasing awareness of Boxing Day sale to those who have already expressed interest in the destination

The results

  • Vanuatu Tourism Office social content generated a total of 9.98 million impressions (KPI was 2.7 million)
  • The social content had 120,159 click-throughs (KPI was 26,664)
  • Digital display content generated a total of 5.26 million impressions and 9,237 clicks-throughs
  • 20% Open Rate and 5.3% Click Through Rate on Trade eDM
  • 30% Open Rate and 3.8% Click Through Rate on Consumer eDM
  • Exceeded airfares sold booking targets

Our work

TASTE OF SOUTH AMERICA

Client

LATAM Airlines

Date

2018

Campaign

Taste of South America

Target Audience

Working millennials and empty nesters

The brief

Drive awareness of LATAM Airlines’ new non-stop service between Melbourne and Santiago, Chile.

The Opportunity

Research revealed food and beverage is a key interest amongst LATAM’s target audiences – working millennials and empty nesters.

Our Approach

  • Partnered with Australia’s youngest hatted chef, Charlie Carrington, to travel to South America to develop a Brazilian inspired menu for his Melbourne based restaurant, Atlas Dining
  • Video content created during his trip was pushed out online, coinciding with a radio and out of home media buy
  • Geotargeted the videos at people close to the billboards and by the restaurant
  • Coordinated a launch event at Atlas Dining for Melbourne’s travel, food and lifestyle media and influencers
  • Leveraged Charlie Carrington as a spokesperson for consumer media to drive further awareness about the new route across radio, print and online
  • Brazilian menu was available for three months with LATAM branding on the menus and email reservations

The results

  • 57% sales increase YOY for the period the campaign was in market (Jul-Oct)
  • Reached 351,000 people via Facebook with average engagement rate of 1.45%
  • 5,000+ website click throughs
  • 2,514,836 PR coverage impressions
  • 5,500 diners including 10 media experienced Brazil menu at Atlas Dining

Our work

SOUNDS OF NEW CAL

Client

New Caledonia Tourism

Date

2019

Campaign

Sounds Of New Cal

Target Audience

Milllenials

The brief

Grow leisure arrivals from Australia and New Zealand by developing the millennial market.

The Challenge

Destination awareness amongst millennials was low.

Our Approach

  • Collaborated with indie music group Crooked Colours to create a track using sounds recorded in New Caledonia
  • The band created a music video shot in destination
  • Cut downs of the music video were pushed out via paid YouTube and Spotify and promoted on the bands’ social channels
  • Coordinated a launch event where fans could meet the band and hear the song live
  • Native articles in Pedestrian TV and The Spinoff (NZ) drove awareness of the collaboration
  • While a competition to win a trip to New Cal helped generate further video views

The results

  • 27 million opportunities to see
  • 3.7 million video views
  • 77,000 click throughs
  • 18 pieces of media coverage
  • 21 media and influencers attended the launch event

Our work

NEW CALEDONIA TOURISM: THE BACHELOR

Client

New Caledonia Tourism

Date

2018

Campaign

Inspiring couples to visit New Caledonia

Target Audience

Young Australian couples

The brief

Position New Caledonia as the destination of choice for couples looking for a romantic getaway.

The Challenge

Destination awareness amongst couples was very low so we needed to reach them on mass.

Our Approach

  • Secured Australia’s most watched show, The Bachelor Australia, to be hosted in New Caledonia
  • Coordinated filming for The Bachelor and final contestants to explore New Caledonia via romantic experiences/dates
  • Ran an influencer trip with former Bachelor, Matty J, and winning partner, Laura Byrne to raise awareness prior to finale airing
  • Drove earned coverage post finale by proactively pitching destination content to journalists covering Bachelor stories
  • Launched series of social videos showcasing New Caledonia’s romantic experiences. Amplified these across social, digital and catch up TV, targeting people who were following The Bachelor
  • Drove to landing page where consumers could find out more
  • Targeted those who had viewed the videos with tactical deals from partner hotels, airlines and tour operators to drive bookings
  • Engaged travel agents via a Bachelor viewing party so they could effectively sell the destination

The results

  • 2 million+ people viewed the finale episode
  • Generated 49 pieces of media coverage
  • With a reach of 121 million
  • And $2 million+ advertising value
  • 23 per cent increase in visits to New Caledonia Tourism website
  • Google search trends indexed at 100 the day after airing
  • Winner – Marketing Campaign of the Year at the Australian Travel Awards

Our work

LVCVA & TODAY EXTRA

Client

Las Vegas Convention and Visitors Authority

Date

2018

Campaign

Broadcast TODAYExtra

Target Audience

Australian international travellers

The brief

Drive mass awareness of Las Vegas and the range of experiences available in destination.

The Challenge

Limited awareness of Las Vegas offering beyond the bright lights, epic pool parties and grandiose resorts.

Our Approach

  • Secured a contra broadcast opportunity with TODAY Extra – hosted by renowned TV personality Sonia Kruger
  • Negotiated seven segments, online re-runs, bonus promos and social media coverage
  • Worked with partners to create an itinerary that showcased the wide variety of experiences available in Las Vegas (i.e. five-star dining, entertainment and arts)
  • Workshopped the segments with the program producers to ensure the content was engaging for viewers

The results

  • 7 segments (2-3mins)
  • 2 bonus re-runs
  • 2 bonus promos
  • Reach: 1.45 million
  • Ad value: USD$245K+
  • 4 posts on Sonia Kruger’s Instagram account
  • Social reach: 208,ooo
  • Social engagements: 4,699

Our work

JNTO: SOCIAL MEDIA & WEBSITE CONTENT CREATION

Client

Japan National Tourism Organization

Date

2021

Campaign

Japan: Ready When You Are

Target Audience

Australians that want a deeper understanding of Japan’s regions and the people

The brief

Create and implement a social media plan, plus increase content for Japan National Tourism Organization’s website to increase interest in travelling to Japan from the Australian market.

The Challenge

Australians were already familiar with the key Japanese drawcards: cherry blossoms, shrines and castles, and the neon lights of Shibuya. GTI needed to offer content that would foster a deeper understanding of Japan’s regions and the people Australians would meet.

Our Approach

  • Audit JNTO’s pre-existing content strategy, analysing what was driving engagement and audience growth. Providing recommendations on best practice for the platform, as well as creative suggestions
  • The audit led to a creative approach that involved weaving the human connection between Australia and Japan into JNTO’s social and digital platforms giving rich content in a post-pandemic world
  • Japan: Ready When You Are – GTI created a campaign which aimed to warmly welcome the Australian traveller when travel restrictions ease, offering a taste of something different. The experience themes of Art, Tradition, Cities, Cuisine, Outdoor, Nature, and Relaxation were key focuses
  • Social media content plan features daily (365) social posts on Facebook & Instagram; rich media social stories, slide posts and polls
  • Social media advertising targeting fan acquisition, website traffic drivers and content amplification
  • Monthly video YouTube series – Japan: Ready When You Are videos featuring a one-minute passion point video and 6’ teaser video
  • Insider Stories website content series (10 x blogs)
  • Search Engine Marketing with maximum clicks driven to the Australian JNTO site

The results

  • Delivered +164% above the annual engagement targets on social media with 2,310,620 engagements achieved at year-end against a target of 876,000
  • Achieved +70% of the annual reach target with 51,133,597 people reached vs. 30,000,000 target
  • 344,268 fans/followers acquired against the annual target of 341,000 (+3,268 fans/followers)
  • 303,951 unique visitors to the website was achieved against an annual target of 300,000

Our work

AVALON WATERWAYS AMBASSADOR

Client

Globus Family of brands

Date

2023/2024

Campaign

Melissa Doyle Launch Campaign

Target Audience

Australian international travellers aged 40+

The brief

Consider ways to use influencers as part of Avalon’s PR strategy to engage a Gen-X audience and showcase Avalon Waterways’ USP differentiators.

The Challenge

With a limited budget, engage and educate a new-to-river cruise audience on the Avalon product offering and benefits of river cruising.

Our Approach

  • Engage a well-known, trusted and recognisable household Australian name, TV/radio presenter and author Melissa Doyle, as Avalon Waterways’ brand ambassador to appeal to Gen-X travellers and educate Avalon’s target audience on river cruising with Avalon 
  • Utilise a multichannel approach, with varied campaigns that would serve consumer marketing, social, PR, and events to engage both industry and consumers
  • Shoot a hero campaign brand shoot to film organic content of Mel Doyle on an Avalon Waterways European river cruise, to generate a series of videos featuring Mel highlighting Avalon USP brand messaging targeted to a Gen-X audience and launch the content as a consumer campaign on socials, brand channels, consumer and trade PR, and a first-person POV blog
  • Distribute authentic content from Mel Doyle as she discovers river cruising across a variety of channels in addition to the hero video series, including radio, social media, live events and earned PR profiling

The results

The Results:

Successfully profiled Mel Doyle as Avalon Waterways brand ambassador via an in-person industry event and robust PR execution, aligning the brand firmly in the luxury consumers’ mindset, whilst appealing to a younger, more active Gen-X audience.

Produced a series of five brand videos (15-30 secs) for national campaign use, including social media distribution, with ongoing rights.

Boosted Gen-X awareness of Avalon Waterways brand and key messaging with strong engagement across social media and response to video series.

Smooth FM advertorial activation extended due to success of marketing channel feedback.

Client extended the first year contract for an additional two years, based on the success of this partnership.