Based on the Tourism NT Virtual Journey’s video resource, the online campaign encouraged targeted users to experience the Northern Territory by viewing numerous pre-edited and compiled, 10-15 second video clips (www.deinoutback.de) to effectively create their own personal preferred experience of the NT.
The selection was made from destinations and experiences gathered under three themed categories; ‘Nature & Culture‘, Adventure and ‘Comfort‘ in three easy steps. Users were then presented with their unique Northern Territory video experience, which they could post and share with Friends on Facebook. At the same time they could also click to enter a draw to win their customised 10-day, all-inclusive Northern Territory trip with return airfares provided by Qantas and ground arrangements provided by trade partner, Boomerang Reisen.
The campaign was a great success, with over 800,000 views to the YouTube video ad. There were also more than 5,000 personalised NT videos created and shared and more than 3,000 entries in the contest.
During the campaign period we also achieved a spike of a ten-fold the average weekly increase in Facebook followers resulting in over 3,000 likes to the page; confirming that there was genuine public interest in the Northern Territory stimulated by Dein Outback campaign activity.