Simple strategy. Complex execution.We needed a website where users could be exposed to and interact with the 'Brilliant Blend' of South Australia. The 'live' aspect of the site and media support, whilst not welcomed by media suppliers and creatives, was integral to the execution of the strategy. Blogs/Movies/Diaries/Photos had to be updated daily with content of the previous day's adventures. Whilst edited by the cameraman/producer, content was dictated by the four adventurers and the challenges they gave each other - and the influence of voting by the public, and the pursuit of the $10,000 prize money. The public were also offered incentives to vote for their favourite adventurer movie via lots of daily prizes.Clever use of 'live' and pre-recorded radio (despatched nightly from the laptop), newspapers and internet, all with fresh messages, relevant to the previous day's adventures, helped to build interest, hype and awareness.

10% (10,064) of target audience visited the website, for an average of 7-8 minutes, and returned frequently. Overall, a 30% improvement in attitudes towards SA as a place to visit. All for the cost of a traditional campaign that wouldn't have had anywhere near this depth of dialogue.