Melbourne

Opinions: 

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.

HOW DID IT WORK

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.

Discussion

comments powered by Disqus

More from #DTTT

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
  • influencer experiences
    In May we present:
    Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm

    Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.

    #influencer experiences #storybase #influencer marketing #influencer
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge