About Travel Diary Australia
Tourism and Australia and DFAT (Department of Foreign Affairs and Trade) funded a promotional campaign aimed at strengthening Australia’s presence in Latin America. This promotional effort included a series of webisodes, broadcast radio advertising, and a Digital Advertising Strategy to promote Australian tourism and education to the South American market.
The Challenge
Although interest in Australia was growing, students in Latin America were still primarily focused on learning English in the United States and England.
Australia was regarded as an expensive and distant destination from South America. The advantages over other English teaching locations were unclear.
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.
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Sydney Opera House Australia l Versão Portugues
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Sydney Opera House l La Casa de la Opera de Sidney, Australia l Versión en Español
Conoce La Casa de la Opera de Sidney en Australia!
Participa de nuestros juegos online www.traveldiaryaustralia.com -
Koalas do Lone Pine l Versão Portugues
Koalas de Australia, Brisbane -
Los Koalas de Lone Pine l Versión en español
Los Koalas: Uno de los animales mas emblematicos de Australia. Aprenda a detalle sobre LOS KOALAS en el santuario de Koalas mas grande del mundo!
Participa de nuestros juegos online www.traveldiaryaustralia.com -
The Great Barrier Reef - Versão Portugues
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La Gran Barrera De Coral - Español
Disfruta en este video de La Gran Barrera de Coral, Australia.
Participa de nuestros juegos online www.traveldiaryaustralia.com -
Alice Springs: The Red Center - Versão Portugues
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Alice Springs: The Red Center - Versión en Español
Te invitamos a descubrir Alice Springs, Australia
Participa de nuestros juegos online www.traveldiaryaustralia.com -
Bienvenidos a Sydney I Travel Diary Australia
Serie de TV sobre Australia, Sydney, Melbourne, Cairns, Adelaide
Participa de nuestros juegos online www.traveldiaryaustralia.com -
Bem-vindos à Sydney l Travel Diary Australia I A série de TV online
Serie de TV sobre Austrália, particpa de nosso jogo online www.traveldiaryaustralia.com -
Bem-vindos à Melbourne
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Bienvenidos a Melbourne, Australia - Versión en español
Travel Diary Australia, serie de TV online en español y portugues sobre Australia.
En esta oportunidad te invitamos a conocer Melbourne.
Participa de nuestros juegos online www.traveldiaryaustralia.com
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.