Cases studies

Australia The Movie Promotion - How to use the launch of a movie to leverage the promotion of Australia by creating joint-marketing campaigns.

• Agencies : Interface Tourism France
• Services : Consumer Promotion - Events - Public Relations

Brief

For the launch of the movie "Australia", Tourism Australia secured a partnership with director Baz Luhrmann to produce the annual destination marketing campaign. This partnership then had to be implemented in every market.

In France, the priority was to work with 20th Century Fox to find opportunities to highlight industry partners to French consumers and to strengthen Australia’s relationship with the French travel industry.

Tactics

From November 2008 to June 2009

The strategy implemented in France was based on cross marketing activities that could effectively reach different target groups: Media, Consumers and Trade.
The campaign was split into 3 phases:

1. Media relations prior to the movie launch
2. Movie launch
3. DVD launch

Objective: leverage 20th Century Fox marketing budget by implementing a smart cooperative plan to push Australia as a holiday destination.

I. Media relations prior to the movie launch

• Mailing to major media prior to the movie launch so as to have maximum coverage of Australia as a holiday destination during the launch of the movie
• Organise a press conference with key media followed by an invitation to the only Press movie premiere
• Have a Tourism Australia page in 20th Century Fox Australia’s press kit

II. Movie launch

• Invitation to a pre-movie premiere cocktail for key industry partners with the Australian Ambassador
• Movie premiere invitation with the movie stars • Tourism Australia commercial broadcast before the movie
• An Australia cocktail set up for 400 guests
• Joint Marketing Activities with tour operators and airline partners on radio and in cinema
• A dedicated movie premiere for travel agents

III. DVD Launch
• DVD sent to industry partners
• New Joint Marketing Activities for Consumer promotion on TV, online and in retail stores.

Result

• 25 key journalists attended the press conference
• 50 VIP partners attended the official movie premiere
• 150 travel agents attended the dedicated movie premiere
• Media coverage valued at 1.309.340€ and a circulation of 2.140.450 copies
• More than 8 promotions organised with 12 different industry partners positioning Australia as a trendy and luxury destination.