Extraordinary Taxi Ride delivers passengers to Broome and bookings uplift for WA
Tourism WA’s Extraordinary Taxi Ride campaign, which saw a cabbie drive passengers across Western Australia, has led to “double and triple-digit increases in bookings” the state’s tourism minister has said.
The campaign, which was created by Host and sister PR agency One Green Bean, saw a cabbie take 11 sets of passengers on a nine week journey across the state, with progress being charted online.
According to the announcement from WA Tourism Minister Elizabeth Constable:
“The campaign has many months to go, but already generated media exposure worth more than $2.6million and reached a potential global audience of more than 60 million,” she said.
“The Extraordinary Taxi Ride has also had an immediate effect on tourism business with our travel partners reporting double and triple-digit increases in bookings to WA, which they are directly attributing to their involvement in the campaign.
“The campaign website has had more than 160,000 visits, with people spending 15,000 hours following the ride, plus television crews from New Zealand and throughout Australia joined the taxi entourage to follow the journey.”
The journey ended in Broome on Sunday.
However, the trip was not without its htiches along the way. The launch event saw an unscheduled visit from the RAC after the taxi had a flat battery.
The next phase of the campaign, “Telling the Story” will see the images and personal experiences collected along the way promoted in key markets both domestically and internationally over the next year.
next phase of the Campaign “Telling the Story” commences which will see the images and personal experiences collected along the way promoted in key markets both domestically and internationally over the next year.
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Key words, “According to the announcement from WA Tourism…”
No-one seems to be pointing out that 160 000 hits is pitiful at best.
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This Idea sounds pretty similar with Zoo magazines cab journey in the UK.
https://www.youtube.com/watch?v=rMkXZ15cgIw
Is any advertising truely orginal ?
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There is a lot of confusion, often deliberate, over how web traffic is counted.
I like the term “visits” but it is often confused with “hits”.
A hit is recorded every time a file is opened.
If you have a front page with 20 photos and I log on to it it will create 21 “hits” – one for the page and one for each of the photos.
I know at least one newspaper site that refreshes each page that stays open for more than a few minutes. I believe this is also a way of bumping up readership stats.
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the quote above says ‘visits’ so i’m not sure why ppl are referencing hits.
always wondered how PR salespeople try and define ‘value’ from PR. I heard Andrew Demetriou on the radio this morning saying the K.Hunt and Israel Folau defections were worth more than $9m in media value already. What does that mean?
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I always thought it was the cost of what it would have taken to buy that amount of time/space in those programs/publications if they were ads.
Am I missing something?
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How have they “reached a potential global audience of 60 million”? This sounds fanciful.
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hits, visits, whatever. Still doesn’t sound very many.
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OGB and Host consistently come out with great work. The power of a great Comms and PR Agency working close together. Congrats on another great campaign. This is really well shot as well, any ideas on the production company on this one?
And to the regular Mumbrella commenters having a whinge, for your hard work, I present you your prize http://cdn2.knowyourmeme.com/i.....a_hate.jpg
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Thank you for the kind words Julian. The full credits for the campaign are available from the Mumbrella story published at launch:
https://mumbrella.com.au/tourism-wa-launches-new-positioning-and-taxi-ride-campaign-17613
Cheers,
Alex – One Green Bean
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