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Come Alive in MelbourneGroup 11 – Social Media Marketing
STEFFY JOHNNARAYANAN K S NAVEEN K
SHIV KALYAN
GAJAVALLIARJUN
SUBRAMANIAM
PRATIK BASU
narayanan.pgpm15c@greatlakes
.edu.in
in
u.in
.in
u.in
u.in
Campaign Initiation
• Launched following a high profile three-city Super Trade Mission in India
• Focused on leveraging Tourism Victoria’s 2.4 million Indian Facebook fans .
• Super Trade Mission used to launch the campaign included a roadshow in Mumbai, Delhi and Bengaluru.
• Tourism Victoria planning to develop travel three to ten night packages for Indians for the 2015 World Cup.
• Plans to expand to other cities based on feedback received for current campaign.
Existing Campaign StrategiesClient: Tourism Victoria Agency: Social Wavelength
• Package Melbourne
• Come alive in Melbourne campaign
• 2 stand-up comedians
• Humor & experiential videos
• Experience rather than holiday
• Video travelogues
• Locations handpicked by target audience
• To create customer engagement
• Outside in approach
• Places which appeal to Indian audience- MCG, Sovereign Gold Hill Panning, helicopter ride etc.
Promotional places & images
Strategies ++
• 9% increase in Indian arrivals was observed in 2013.
• Come Alive in Melbourne started
• Purpose: To design the travel package for ICC World cup 2015
• High collaboration with Govt. of Victoria
• Melbourne being a long haul destination, was not preferred by incentive groups but Air India starting Delhi-Sydney- Melbourne service, MICE(Meetings-Incentives-Conferences-Exhibitions) travel has grown significantly
• Former cricketer Brett Lee who is brand ambassador for Victoria and the cricket world cup 2015 was also used to kick-start the campaign. He has a huge brand value in India.
• Indian visitors arriving in Melbourne during this period will be able to see international events-Australian F1 Grand Prix, Melbourne International Food n wine festival, Melbourne International Comedy festival, Melbourne Fashion Festival
• 10 episodes of the hit Indian TV series “Pyaar ka Dard”(with TRP) was shot in Melbourne to showcase the city as a sophisticated & romantic destination
Campaign Result
• Video views: Over 3 lakh views
• People engaged: Over 4 lakhs
• Engagement ratio: 15.44%
• Impressions garnered: 5 million +
• Share of voice of Melbourne: Increased by 13.2%
Our Campaign Strategies
• Selfie Contest for Indians in Melbourne.
• ShakeItInVictoria app.
• Backpacker and travel experiences. #VivaciousVictoria.
• Promote Melbourne as the Sports Capital of the World
• Fed Square Celebrations
• Play like a King and Live Like a Queen!!!!
