Over a three week period, the website recorded:• Over 67,000 visitors • Over 55,000 unique visitors • Over 175,000 page views • Time on site: over 3 minutes • Just under 50% click-through rate to the “Flight Deals” button on the website.The film of the stunt became the basis of a mini documentary for the airline’s in-flight entertainment, webisodes, retail TV commercials and was taken up by cable Channel V as content.The take-up of the “3-Day Deals” was so successful that the offer was extended for an additional month.V Australia was so pleased with the results, 4320Sydney was launched one month later.

We ran a promotion, using print, the Internet and a major radio network to recruit the most energetic and enthusiastic Aussies we could find who would be willing to fly to LA for 72 hours of non-stop action.The catch: They had to share all of it with the rest of the world by twittering every minute of their trip - that’s 4,320 tweets. The prize: A round the world ticket with the Virgin Airlines group.We developed a website – 4320la.com – where the tweets fed live, and also displayed the twit pics, background on the actual “Twits” themselves, and most importantly, linked to the V Australia homepage and information about the 3-Day Deals. The tweets were also relayed and promoted live each day through the radio station’s drive-time segment.And, every minute of the stunt was filmed.

V Australia desperately needed to increase sales on its route between Sydney and Los Angeles, but wanted to avoid price war advertising. Rather than compete for share within the current market, they set out to expand the segment and attract new travellers to the market – people who weren’t already considering travelling to LA.

Our challenge: Put bums on seats with V Australia’s new “3-Day Deals”. We had to put LA within people’s reach, and position it as the ultimate short break.The biggest obstacle was to convince people that LA was actually “doable” in three days. The perception was that it was too far, too expensive and just too hard.

So, we decided to demonstrate exactly how you could experience LA in just three days.Or, rather 72 hours.Or, rather 4,320 minutes.