Malaysian Media Awards Winners Showcase





2015 | |

There’s Nothing Like Australia Discover the Real Sounds of Australia

Advertiser: Tourism Australia
Brand: There's Nothing Like Australia
Creative Agency: -
Credits: -

The Challenge
Despite the worsening economic climate faced by Malaysian travellers and the high cost associated with an Australia holiday, we sought to:
1) Increase the ‘Intention to visit Australia’ by 20%
2) Translate the increased intention into actual visits by 10%

Insight, Strategy and the Idea
Travellers rely heavily on travel information both online and offline, hence we knew sufficient content was key in fueling the decision making process.
Insight: we realised that many Malaysian travellers were SKEPTICAL about the authenticity of the information provided due to the overly commercial nature of the sources. Holiday-goers are sold experiences that are more exaggeration than fact. A different approach was needed. Using the KOL strategy of ‘convert and amplify’, we recruited a group of influencers who could promote Australia in a real, believable manner by sharing authentic Australian stories to discover the real sounds of Australia.

Media Execution
We co-created content with leading English station HitzFM, leveraging the power of radio announcers and its website to engage our target. A Microsite was set up for the four key cities, namely Perth, Gold Coast, Adelaide and Melbourne, allowing listeners to find out more about Australia. Discover Australia’s Hidden Gems Contest was hosted on the www.hitz.fm in August to select winners to experience Australia. Radio announcer provided daily 30-sec “Live” feeds directly from Australia during the 2-week trip in September to keep listeners tuned in and follow their adventures. Thereafter, a collection of 30-sec destination stories based on real Aussie holiday experiences using the voices of announcers Jin and Ean, were produced and aired during drivetime.

Results and Effectiveness
We co-created content with leading English station HitzFM, leveraging the power of radio announcers and its website to engage our target. A Microsite was set up for the four key cities, namely Perth, Gold Coast, Adelaide and Melbourne, allowing listeners to find out more about Australia. Discover Australia’s Hidden Gems Contest was hosted on the www.hitz.fm in August to select winners to experience Australia. Radio announcer provided daily 30-sec “Live” feeds directly from Australia during the 2-week trip in September to keep listeners tuned in and follow their adventures. Thereafter, a collection of 30-sec destination stories based on real Aussie holiday experiences using the voices of announcers Jin and Ean, were produced and aired during drivetime.