80% of Spirited Travellers go online 1-8x/week. It’s also vital in holiday planning. A digitally-led strategy pulled audiences toward the “Share Our Story” Branded Video Destination (BVD) – a media-first.

BVD enticed the target to “Mix it Up” and see all that NT offers.

Mix-master DJ Anna Lunoe hosted 17 three-minute webisodes, each featuring different sections of NT. As consumers planned getaways, the site was weekly re-skinned to encourage repeat visits.

The BVD contained all planning necessities: retail clips from partners (hotels, transportation, etc.), click-to-book features, weather widgets, user comments, photo galleries, video diaries and e-newsletters.

A competition tasked consumers to describe webisodes in 2 words and send to friends for weekly prizes. Eight 15" and 45" commercials bookended TV breaks, acted as teasers and left consumers wanting more NT. Creative in environmental magazines built awareness while advertorials featured “Mix it Up” stamps, driving people to the BVD.

• Visitors to Northern Territory increased 4.3% year-on-year• Expenditure per visitor up 26.6%• Domestic holiday visitors declined 16%• Despite Queensland's 'Best Job in the World' campaign, visitors to Australia declined 16%• Online bookings jumped an unprecedented 525% above estimates• BVD views over-delivered 26% vs. goal of 100,000• 42% advertising awareness• Travel intention increased 22% (from 8% to 11%)• 300% increase in online CTR• 240% increase in e-newsletter opt-ins• 14% increase in page views• 30% increase in time spent on site• Added value estimated at +$2.6MM – 163% above expectations