Beginning in 2011, we supported Destination NSW in Australia as an agency of record as they launched online consumer engagement efforts in order to support multiple campaigns. For DNSW, we developed a multi-channel, content-based campaign that highlighted diverse experiences across the state. Named the Unmapped Road Trip (#Unmapped), this fully integrated campaign leveraged consumers and influencers to develop credible stories from the road that would motivate travel through long-lasting content. Itineraries were informed via the input of the online community; back then, Unmapped was considered one of the most progressive and modern content marketing efforts the tourism industry had ever seen.
Travelling around Australian state in a bus for one month, influencers from key international markets filmed, posted, tweeted, blogged and experienced the key product within New South Wales. Influencers shared real-time content during the trip across their own networks, and their content was shared on DNSW’s social networks, giving each participating destination exposure to more than 200,000 socially savvy young people. In addition to the high volume of blogs, photos, social posts and videos generated, we also partnered with MTV UK to develop a series of TV spots that featured the influencers’ experience in the state.