Travel Tech

Travel experiences are intangible, can only be produced and consumed simultaneously and most importantly they require the physical presence of the tourist at the destination. These are three pieces of wisdom about the tourism experience that Tourism Victoria – the body behind the widely acclaimed “jigsaw” campaign – aims to challenge. Thus Tourism Victoria October launched on Wednesday 9th a AUS$ 3.6 million ''virtual tourist experience'' as part of its ''Play Melbourne'' campaign.


In the “Melbourne Remote Control Tourist” campaign, which was run between 9th and 13th of October four of the so called remote controlled tourist – two men and two women with helmets fitted with video cameras and microphones – could be controlled by Visit Melbourne fans from all around the world via their social media channels. They were able to send the remote controlled tourists to explore the destination, fulfil specific tasks and thereby provide the spectators an opportunity to experience Melbourne before they even visited. Video footage was streamed live to computers, tablets and mobile phones all around the world. In total 8726 requests were made by social media aficionados and the 4 remote controlled tourists travelled a distance of over 109 kilometres, gave out 203 high-fives and checked-in to 321 different places all around town.

“We were trying to create a way for people to explore Melbourne, find out what’s going on in Melbourne and than make the choice to come afterwards. We think that this hasn’t been done anywhere else in the world before”, says Leigh Harry, CEO of Tourism Victoria. The campaign reflects the transformative change of co-creation, which will define the dynamics and lifestyle of the next generation of travellers; who increasingly expect to be recognised as active partners of a firm, rather than just passive recipients of value.

More from #DTTT

  • In February we present:
    Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board

    Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]

    #Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
  • In February we present:
    Travel Oregon – Rethinking Content Styles

    For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]

    #rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
  • In January we present:
    #ClientStories Visit Brussels | Full Digital Transformation

    The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities.  Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]

    #digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
  • In January we present:
    Visit California – The Pivotal Brand Touchpoint

    Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.   Visit California understands the importance of […]

    #brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
  • In January we present:
    Digitising a Destination with Tourisme Bretagne

    Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved.  The Federation of Breton Tourist […]

    #Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
  • In January we present:
    How Destination Canada evolved from a Destination Brand to a Passion Brand

    For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand?  Here is an extract of Destination Canada’s talk about brand transformation.  We have highlighted the key messages.  The full […]

    #brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge