With Brightcove Video Cloud, we are now able to publish, manage and distribute our video content to multiple devices and destinations. This eased the burden of needing to concentrate on the technology and instead allowed us to focus on what we do best — producing inspiring content.Dave RumseyCIO of Tourism Australia
Tourism Australia is the Australian Government agency responsible for marketing Australia as a travel destination globally. Through its global marketing effort, Tourism Australia aims to attract international visitors to Australia and to encourage Australians to travel domestically for leisure and business purposes. Tourism Australia’s long term goal is to work with the industry to grow the value of tourism to between AUD$115 and $140 billion annually by 2020.
Tourism Australia is active in over 20 key markets. It helps to foster a sustainable tourism industry in Australia, strengthen the travel distribution system and ultimately increase the contribution of tourism to the country’s economy.
Tourism Australia’s ‘There’s nothing like Australia’ campaign launched for the first time in May 2010, encouraging Australians to submit stories and photos of their favourite domestic travel destinations. As the campaign grew in popularity, more than 30,000 stories and photos were uploaded onto an interactive map of Australia on the agency’s campaign website, www.nothinglikeaustralia.com.
In 2012, the campaign continued to evolve with a new wave of broadcast, print, and digital advertising rolled out across the globe. This latest phase of the Tourism Australia campaign needed to be flexible and evolutionary in order to ensure Australia remains competitive in the global travel market. Sitting on www.australia.com, video was to be the centrepiece of the campaign hub, which is Tourism Australia’s call-to-action for all campaigns.
“To differentiate our campaign in the market, we needed a video solution that not only provided a high quality viewing experience, but also supported multiple devices and platforms,” said Dave Rumsey, CIO of Tourism Australia.
The campaign was to be promoted across Tourism Australia’s key markets, with particular focus on China – one of Australia’s fastest growing and most valuable tourism source markets. By 2020, an estimated 100 million plus Chinese per year are expected to travel overseas. Given the global nature of the Tourism Australia campaign, worldwide geographical support was also a must.
In order to be differentiated, exposed, and noticed, the campaign needed to be multifaceted and multi-platform with a strong digital, social media, and advocacy focus. Tourism Australia recognised that consumers no longer just spotted advertisements on the side of a bus, or by sitting on their couch. It was vital for the campaign to reach consumers across a range of mediums, including smartphones, tablets, and the web, which has become central for holiday planning.
Brightcove Video Cloud online video platform, May 2012.
Teaming up with Brightcove
To gain maximum exposure for Australia as a destination within the crowded tourism space, Tourism Australia signed up with Brightcove in May 2012 to utilise the Video Cloud platform. With Video Cloud, Tourism Australia is able to increase reach using the Video Cloud Smart Player to intelligently detect and deliver video to audiences across desktop and mobile.
“Partnering with Brightcove gave our campaign the power to deliver professional quality video to audiences on every screen across the globe. Brightcove Video Cloud became an instrumental tool to help us launch ‘There's nothing like Australia,’ locally and globally,” said Rumsey.
Off the back of Tourism Australia’s initiative for the campaign and creative direction, digital agency Gruden was able to deliver a successful implementation highlighted by Brightcove Video Cloud. Building off the Video Cloud platform, Gruden leveraged Video Cloud’s robust APIs to deliver interactivity and to extend the reach of the campaign with a seamless experience across multiple devices.
Video Cloud has also allowed for Tourism Australia to showcase significant key moments and locations within the campaign that utilized Video Cloud’s precision cue-point feature. During the 90-second TVC, iconic Australian locations such as Uluru, the Great Ocean Road and the Bungle Bungle Ranges are highlighted with key interactivity via cue-points that provide further contextual information for viewers to explore.
“All paid digital advertising media was directed to the campaign site, generating mass global viewership where reliability and scalability of Video Cloud wasn’t an issue,” Rumsey said.
‘There’s nothing like Australia’ entered the market showcasing a 180-second broadcast ad, which was supplemented by a series of shorter video clips, and combined to highlight spectacular glimpses of Australian states, capital cities and icons. Critical to its success was the sophisticated imagery and high quality video. The broadcast ad was seamlessly shown across Tourism Australia's key markets, including China, India, Indonesia, the UK, USA, and many other countries including Australia.
The video has already been viewed 9.6 million times. While traditional web browser viewing still leads the way for video engagement, views from other devices are also growing rapidly. Videos watched from an iPad lead the way at 1.3 million views, followed by Android and iPhone devices bringing in significant traffic as well.
Visitors who viewed the video exhibited high engagement with Tourism Australia, peaking as high as eight minutes plus of site activity on average, thereby suggesting the effectiveness of video as a communications tool.
With Brightcove Video Cloud’s analytics, Tourism Australia is able to gain deep insight into how their viewers are engaging with their video content across every device and playback environment, all in real time.
The campaign, powered by Brightcove Video Cloud, can be viewed here:
Video Cloud also enabled the setup of content and player templates that tailored to different markets. With Akamai, Tourism Australia was able to deliver video directly in China.
“With Brightcove Video Cloud, we are now able to publish, manage and distribute our video content to multiple devices and destinations. This eased the burden of needing to concentrate on the technology and instead allowed us to focus on what we do best - producing inspiring content,” said Rumsey at Tourism Australia.
Australia.com will continue to be the home of the ‘There’s nothing like Australia’ campaign. A new content hub has been developed to offer additional information about the experiences, products and services featured in the campaign. The website features a series of videos optimised for smartphones and tablets. These videos can be shared across social media and also allows users to click-through from the video directly to the destination website.
Tourism Australia’s recent ‘Best Jobs in the World’ campaign, aimed at encouraging young travellers to work and holiday in Australia, continues to leverage Brightcove Video Cloud.