Melbourne Remote Control Tourist
Campaign launch - 9 October 2013
Launched by the former Tourism and Major Events Minister Louise Asher on 9 October 2013, the Melbourne Remote Control Tourist campaign was designed to engage with consumers by providing an opportunity to explore the depths of Melbourne’s experiences before they visit, live and in real-time.
Launched with a five day live period between 9-13 October, the campaign offered visitors the ability to ‘Go before you go’, whereby consumers were able to direct real people in Melbourne (the Remote Control Tourists) to be their eyes and ears in the city.
The Melbourne Remote Control Tourist campaign continues to push the creative boundaries in an increasingly cluttered tourism marketing environment, to assert Melbourne’ s credentials as Australia’s most creative and cutting-edge city.
The campaign also uses advertising and promotion to generate ongoing engagement with video content and stimulate repeat website visits after the initial five day live period.
Prizes, including trips to Melbourne, will be offered to consumers who find ‘hidden icons’ throughout the video content. The Play Melbourne television advertisement would continue to underpin the campaign in key interstate markets.
Underpinning the campaign is helmet-mounted camera technology, an interactive website and the power of social media.
Visitors were able to see and hear live video and audio feeds via the website and could instruct the Remote Control Tourists on what to explore via Twitter and Facebook.
The Remote Control Tourists were constantly interacting and commentating on what they were seeing and doing, engaging audiences through highly interesting live online content.
The next stage in Tourism Victoria’s Play Melbourne campaign, Melbourne Remote Control Tourist is the latest marketing activity in the two decade history of innovative Jigsaw campaign work, designed to re-engage and inspire consumers with deeper reasons to visit Melbourne.
In its first year, the Play Melbourne campaign reached over 3,122,000 interstate travelers, with the Play Melbourne television commercial alone generating over 1 million views.
Initial results from Melbourne Remote Control Tourist's five day live period look extremely promising, demonstrating that it has resonated with its target audience with people from over 158 countries and 3888 cities having visited the website.
The campaign generated extensive international media coverage and been profiled by prominent US online design innovation site, Mashable with their 20 million monthly unique visitors and 6 million social media followers.
More than 150,000 views of the Youtube videos were made in the first 5 days, together with 1537 pictures posted on Instagram. The campaign reach was truly global with people from over 81 countries talking about the campaign on social media.
A legacy of the campaign is the footage of Melbourne that will be re-purpose for other marketing opportunities. The campaign continues until June 2014.