With the benefit of knowledge of the widespread Australian Governments’ support and global tourism promotional expectations surrounding the planned release of Australia the Movie starring Nicole Kidman and Hugh Jackman, Karisma took proactive steps to capitalize upon the opportunity to secure additional and specific focus on the Northern Territory in the German-speaking central Europe markets. Our objective was to promote the tropical north and the richness of world-heritage listed Kakadu National Park Aboriginal culture and untouched nature.
A number of partners with complimentary objectives and independently significant distribution channels were engaged in the ensuing campaign, namely, Fox Studios and Cineplex (movie promotion), Lufthansa City Centre (Australian packages with NT focus), Tourism Australia and Tourism NT (destination promotion).
Each of the participating partners added value to the campaign by way of customer communications, web and cross-promotional activities and in the case of Lufthansa City Centre, a trip to Australia’s Northern Territory for two people valued at €10.000.
We produced and inserted an 18-page destination and product promotional supplement into the December 2008 edition of GEO Saison (circ. 130,000), the high-quality German travel and lifestyle magazine and made an additional 220,000 copies available for distribution by campaign partners. Communication reach to the target audience was maximized and a win-win outcome for all partners achieved.