Leading English station HitzFM hosted a contest on their website to recruit listeners to go on a 2-week adventure to Australia in the company of HitzFM announcers.

The contest winners played roving reporters via LIVE crossovers as they embarked on different Australian adventures. Their experiences were converted into and broadcast as “real” destination stories on the station.

Throughout the trip, the radio announcers provided regular social media updates on Facebook, Twitter and Instagram.

The winners’ experiences were documented and aired as a travelogue series on ASTRO RIA, giving viewers an authentic, first-hand POV into Australia’s most sought after destinations.

The campaign was a success:

1) Over 80% of target audience reached.

2) Increased ‘Intention to visit Australia’ by a whopping 30%!

3) Over 400,000 watched the travelogue series.

4) Campaign contributed to an increase of 24% in Malaysian tourists to Australia!