Tourism Australia is widening the scope of its marketing activities by using digital channels to embrace the arts, with a social media campaign that will see a tour of Australia by orchestral musicians broadcast to a global audience on YouTube.
Called Making Tracks, the campaign uses Australia’s right to host the 2011 YouTube Symphony Orchestra, and follows four musicians as they make their way around the country.
Extracts from the filmed tour will be broadcast on YouTube as part of the musicians’ finale performance at the Sydney Opera House on March 20. The videos will also be hosted on Tourism Australia’s travel website and Facebook page.
Four videos have already been produced, the first going live on February 27, the fourth debuted last night.
The videos have been viewed over 1.1m times, according to TA. The third Making Tracks episode, featuring Dewayne Everettsmith and Jasmine Beams, is the most discussed and watched so far.
The videos have received 4500 ‘Likes’ and 390 comments on Facebook.
“Tourism Australia’s $150m There’s nothing like Australia campaign makes good use of digital marketing,” said Minister for Tourism, Martin Ferguson. “The online environment can be very powerful in motivating travellers to convince others about why they too should holiday in Australia.
“Making Tracks will build on this by drawing together our talented musicians, our iconic tourism destinations and social media in an innovative way to promote a range of experiences.”
Tourism Australia’s global creative agency, DDB, worked on Making Tracks with Grainger TV.
DDB Sydney’s creative director, Dylan Harrison, commented: “We were asked how to make the most of the news that YouTube Symphony Orchestra 2011 would be coming to Sydney in March.”
“Our response, the Making Tracks project, was formed as a unique musical experiment. The story of their journeys work in harmony with the compositions reflecting their experiences.”
- Clients: Nick Baker (executive general manager, marketing), Emily Hill (marketing communications manager), Rapthi Thanapalasingam, (executive digital producer)
- Executive creative director: Dylan Harrison
- Creative directors: Matt Grogan
- Art director & copywriter: Justin Theng and Guy Lemberg
- Director: Chris Grainger
- Film crew: Grainger TV
- Production: George Kacevski, Mark Parry and Casey Schweikert
- Business Director: Kristofer Taylor