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

ELEMENT MELBOURNE RICHMOND

Client

Element Melbourne Richmond

Date

2019

Campaign

Pre-opening PR activity and opening event

Target Audience

Australian Trade and Media

The brief

Open Element Melbourne Richmond with a bang and make sure the property stood out from the crowd.

The Challenge

With multiple new openings in Melbourne, the hotel had a lot of competition.

Our Approach

  • In addition to our pre-opening PR activity and opening/ribbon-cutting event, GTI organised a community block party to open the hotel in style
  • Brought the brand and hotel’s USPs to life through mini activations throughout the hotel, including a pedal-powered media wall, a dog grooming station, a cooking demonstration and Heavenly bed display
  • Secured Melbourne’s media and influencer elite, including Laura Henshaw, Jules Lund, Zara McDonald and Michelle Andrews to attend the event
  • Reached the masses through a Sunrise segment on the hotel’s pet friendly amenities
  • Generated scores of hotel reviews through a series of famils

The results

  • 422 pieces of coverage
  • Reach of 36,100,000
  • AVE of AUD$384,000
  • 40+ media and influencers attended launch event

Our work

TRAVEL GUIDES X VANUATU TOURISM OFFICE

Client

Vanuatu Tourism Office

Date

2023

Campaign

Travel Guides Campaign

Target Audience

Australian Experience Collectors

The brief

Seek opportunities to achieve mass market awareness of Vanuatu and its incredible travel experiences on a very limited budget.

The Challenge

Stealing share of voice from competitor destinations who employ much larger budgets to increase awareness and conversion.

Our Approach

  • Successfully won the bid against fierce competition to host Australia and New Zealand’s #1 travel program ‘Travel Guides’ in Vanuatu.
  • Negotiated an IP agreement with Channel Nine (the broadcasting network)  to use cast images and quotes for a digital advertising campaign to increase awareness of Vanuatu, increase website visitation and drive booking consideration to Vanuatu in 2023 and 2024.
  • Developed high impact creative including uplifting quotes from the cast shared during the episode, providing Vanuatu with first-hand credibility from trusted personalities.
  • Secured run of network digital display across the Nine network for full share of voice during the Travel Guides season showing 10 May – 14 June.
  • Encouraged trade partners to develop their own marketing plans ahead of episode air date to leverage the exposure provided from Travel Guides and capture as much enquiry and bookings as possible.
  • Ran a website takeover on the Vanuatu.Travel website for the duration of the campaign, showcasing the Travel Guides itinerary with links to the various tourism operators and businesses.
  • Developed organic social reels and posts using cast member photos in destination and verifying the videos with the rating as provided by the cast e.g. “Vanuatu rated 5 stars by Travel Guides”

The results

  • Estimated reach for digital campaign was 1,205,440 people in Australia
  • Display ads delivered 3,896 clicks to the VTO website with a CTR of 0.34%, above the benchmark: 0.04% – 0.07% 
  • During the campaign period there was an increase in direct traffic to the VTO website of 255%
  • Organic Facebook post of cast in destination had an engagement rate of 10.2%
  • Travel wholesale partner reported a website traffic increase of 635% across 2 days following the episode airing. Conversions increased by 34% MoM.

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.

Our work

VIVA LAS VEGAS – 2024 EVENT

Client

Las Vegas Convention & Visitors Authority

Date

2024

Campaign

Las Vegas AU relaunch

Target Audience

Australian Trade and Media VIPs

The brief

Relaunch Las Vegas Convention & Visitors Authority activity in the Australian market, to showcase the latest news, partners and destination updates from Las Vegas.

The Challenge

Communicate the depth and breadth of new tourism product and events in Las Vegas and motivate key partners to sell Las Vegas hotel nights and experiences.

Our Approach

  • Host and entertain key influential sellers at a Las Vegas styled event to educate travel industry decision makers and top media on why Las Vegas is the Entertainment and Sports Capital of the World.
  • Curate and host an exclusive event to share the latest news from Las Vegas, as well as spotlight destination partners in market to ensure Las Vegas is on the radar for Australian travel, coverage and partnership opportunities in 2024 and beyond
  • Ensure the event offered glamour, top-tier service, and activations on a scale worthy of LVCVA to ensure the event, and destination, is memorable for all attendees
  • Utilise the timing of industry events, IMM and VUSA roadshows, to ensure national top-tier industry, media and trade partners would be able to attend the event in Sydney 
  • Lead with a luxury focus for all event and design choices to reflect the destination’s title as the Sports and Entertainment Capital of the World

The results

Hosted a glittering media and trade event at Clocktower Bar in Sydney, showcasing why Vegas is a must-visit destination to 28 top-tier industry and media.

Showcased the latest product and event news from Las Vegas, supported networking, and two prize giveaways, during an evening of cocktails, canapes, and a four-course private dinner all under the clocktower canopy projection of Las Vegas strip videography to set the scene.

Las Vegas nominated this as a ‘best practice’ activation which generated immediate media leads, for coverage in Australia’s leading Escape and Traveller national print and digital publications.