V Australia needed to increase sales on its Sydney/Los Angeles route, but wanted to avoid price war advertising. Rather than compete for shares within the current market, they set out to grow the segment and attract new travelers to the market.Our challenge: put bums on seats with V Australia’s new “3 Day Deals”. The biggest obstacle was to convince people that LA was actually “do-able” in three days. The perception was that it was too far, too expensive and just too hard.

We had to put LA within people’s reach and position it as the ultimate short break.

The idea was to demonstrate how to experience LA in three days.

We developed a promotion, using print, online and radio to recruit three energetic, enthusiastic Aussies - 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 world ticket with the Virgin Airlines group.4320la.com housed the campaign elements – the live tweets, twit pics, link to the “3 Day Deals” information - and captured the results.

Over the three weeks, 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 The film became the basis of a mini documentary for the airline’s inflight entertainment, webisodes, retail TVCs 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 another month.V Australia was so pleased with the results, 4320Sydney was launched one month later.

The use of Twitter to fuel the campaign tapped into the mindset of the target market in a way no other medium could. It was new, it was immediate, and its freshness translated both to the brand and the destination.Feeding the tweets live with twit pics to the purpose built website added to the dynamism of the campaign, creating its own sense of urgency and excitement.

The tweets were also relayed and promoted live each day through the radio station’s drive time segment.Every minute of the stunt was filmed.