Tourism Australia funds Pulse Agency’s ‘Bitacora de Viaje’ project to strengthen Australia’s footprint in Latin America.

The Solution

The project included creating a television series aimed at the Latin American continent to sell Australia’s brand to this large emerging market.

Bitacora de Viaje, or Travel Diary Australia, was a series of thirty webisodes that showcased Australia’s top places while demonstrating how fantastic a studying destination would be for many Latin American students wishing to continue their studies education in an area that had it all.

To broadcast and promote the television series, we built a marketing strategy that used an online competition to persuade viewers to view all 30 webisodes and access weekly quizzes.

The campaign’s reach expanded due to meticulous media planning that targeted Facebook groups, online forums, Google and Youtube advertising, and prime time radio spots on popular programmes such as “Los numero uno” on Radio 1 in Buenos Aires.

Facebook advertising, Facebook groups approach, YouTube advertising, radio advertising, and public relations were all part of the campaign.

Results

Over the course of three months, the promotional effort included a competition with a reward of a return trip to Australia, which drew over 2,000 entrants and 100,000 unique users from Argentina.

An example of a radio advertisement on “Los number one,” Radio 1 in Buenos Aires, Argentina.