objective
Reinforce the message that Australia is more than a destination for backpackers or students and highlight its wineries and excellent dining experiences, in addition to its luxury escapes.
project
We proposed the destination to participate in the soap opera “Totalmente Demais”, by TV Globo. It was a 360 ° project that combined Television, Public Relations and Digital Marketing, talking to a huge audience, generating content and engagement on social media and with a sales campaign as a starting point.
We hosted the telenovela team (main Brazilian actors) for filming in Sydney and the Great Barrier Reef. The telenovela's name rights were purchased by Tourism Australia and were used in parallel actions during and after the destination's participation in the telenovela.
actions
- 10 videos for YouTube showing the scenarios in which the soap opera was produced.
- We took a video team and a Brazilian influencer to produce content in Australia on a 15-day trip.
- Incentive sales campaign for luxury operators and agencies, inviting them to create itineraries highlighting the locations where the soap opera was filmed.
- Press trip carried out during the filming period, to maximize public relations coverage.
- Digital media purchased at Globo.com, with a link to a promotional landing page for Australia, highlighting the packages of selected tour operators.
results
+118 million people reached in telenovela chapters in which Australia was featured
+12 million views and engagements as a result of the digital video campaign
+ 153% increase in Australia.com website traffic from the Brazilian public
655 articles
+13 billion impressions
+ $ 10 million in media value
