October 21, 2013

POSTED BY

Hahna Busch

CATEGORY

Remote Control Tourist

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https://www.youtube.com/watch?v=jKhHQyDvZfw Tourism Victoria have made a name for themselves for their highly creative tourism campaigns, but last week’s Remote Control Tourist tops the list. Created in collaboration with Clemenger BBDO, Remote Control Tourist is based on the idea of try before you buy. Coining the phrase ‘go before you go’, …

Tourism Victoria have made a name for themselves for their highly creative tourism campaigns, but last week’s Remote Control Tourist tops the list. Created in collaboration with Clemenger BBDO, Remote Control Tourist is based on the idea of try before you buy. Coining the phrase ‘go before you go’, the concept allowed potential tourists to experience a taste of Melbourne from afar, inspiring them to come and visit.

Held over five consecutive days, four tourists were set up with helmet-mounted cameras and bikes, and were instructed to explore Melbourne at the beck and call of Twitter and Facebook users. With 270,000 seconds of their experiences streamed live online, nearly 9,000 social media users from 145 countries sent requests for the tourists to visit particular landmarks and venues around the city. The tourists were sent to visit our galleries and museums, have a drink at our best bars, pubs and clubs, eat the city’s most sought after burgers, and directed to discover the best coffee in town. They also collected 203 hugs and high-fives, drank 34 coffees and checked in at 321 different locations, all within 5 days.

Remote Control Tourist went viral, drawing attention from people across the world. The participatory component of this project made it a genius idea, utilizing the simplicity of social media to encourage a broad audience to get involved. And even though the project is now over, the joy of watching back the highlights and exploring the destinations on the interactive website is drawing in new audiences. This is an inspired, engaging, creative and entertaining idea, making it the perfect tourism campaign.

 

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