BESTADS.COM TV AD OF THE WEEK – FEB 1, 2016.
From the sand between your toes, the clean air in your lungs, the sun on your back, to the warm, welcoming people and culture, there really is nothing like Australia.
The new global campaign – focusing on Australia’s aquatic and coastal experiences – was created to lure international visitors down under by informing them that Australia isn’t just a place you see… it’s a place you feel.
Using more than 40 cameras, eight unique 360 camera rigs and three drones to create the campaigns 17 VR films and 2D content, the campaign takes viewers through over a dozen distinct aquatic and coastal experiences representing every Australian state and territory.
The centre piece is a three-minute film is narrated by Aussie superstar Chris Hemsworth.
The campaign is also the first time Tourism Australia has ever used Virtual Reality to entice visitors. Some of the VR experiences include a helicopter ride over the 12 Apostles; swimming in Sydney Harbour; snorkelling on the Great Barrier Reef; kayaking through Katherine Gorge; driving on the beach in South Australia; cycling around Lake Burley Griffin; sailing through the sparkling blue waters of Rottnest Island; and walking the recently-opened Three Capes Track in Tasmania.
The VR footage can be viewed on multiple platforms, including mobile, using Google Cardboard and Samsung Gear VR apps.
The campaign was officially unveiled at a gala event in New York City on Australia Day eve attended by Chris Hemsworth, Aussie chefs Luke Mangan and Curtis Stone, and Australia’s Minister for Foreign Affairs the Hon. Julie Bishop.
As well as the U.S., the campaign will be rolled out in the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.
Globally, since the launch of the campaign, there has been more than 10 million views of the broadcast ad and 360 assets across Facebook, YouTube and Australia.com.
45% of Americans who viewed the video and accompanying material on Facebook say they would consider Australia for their next holiday.
The statistic is three times the industry average for similar travel campaigns according to a Nielsen survey conducted for Tourism Australia.
What’re more, leads to industry partners have grown 77%.
In the month of February 2016, total international visitors to Australia rose by 10.3 per cent to 796,700 people.
The Australia Bureau of Statistics reported $4.11 billion in tourism income, the highest on record.
Directed by Nic Finlayson.
You can view all the VR experiences at Australia.com/360