Melbourne & Royal Brunei Airlines
In November 2013, five travel bloggers embarked as part of the #MelbourneTouring campaign on five different road trips across Melbourne and the state of Victoria, covering a variety of themes such as culture, adventure, cuisine, history and nature. This #MelbourneTouring campaign was a partnership with Tourism Victoria, Royal Brunei Airlines and Four Travel.
The objective of this campaign was to highlight the multitude of attractions in Victoria. One of Australia’s smallest states, Victoria offers a myriad of opportunities in a very compact and accessible area. Whether its deserts, alpine ski resorts, mighty rivers, great lakes, wildlife, or the unparalleled spectacle and beauty of the world-renowned Great Ocean Road, Victoria is all about quality experiences. Many of the state’s regional attractions, including valleys of vineyards and international surf beaches, are less than a two-hour drive from Melbourne.
The bloggers who participated in this project were:
- Keith Jenkins – Velvet Escape
- Abigail King – Inside the Travel Lab
- Sarah Lee – Live Share Travel
- Paul Dow – TravMonkey
- Niamh Shields – Eat Like a Girl
A multi-faceted campaign
The bloggers explored Melbourne for several days before embarking on five different road trips across Victoria. From the start, the level of engagement was high. Melbourne is ‘hot’ and that was quickly apparent from the responses from the bloggers’ followers. In addition, many locals joined in by commenting on and sharing the bloggers’ photos. Tourism Victoria supported the campaign by avidly amplifying the bloggers social media content across their social media platforms and blog. The bloggers were also interviewed about their first impressions:
During the road trips, the bloggers shared a multitude of different experiences through their social media channels.
Some social media stats during the Melbourne/Victoria phase of the campaign:
- more than 200 photos uploaded to Instagram
- 30 million social media ‘opportunities to see’
- reached 1.5 million social media accounts
- advertising value equivalent of USD 600,000 (calculated by BrandsEye)
The bloggers also participated in VIE, the Tourism Victoria Managers’ conference in Melbourne where they spoke about the campaign and their impressions.
Upon their return home, the bloggers began publishing their posts (24 posts have so far been published) on their respective blogs. In addition, they also wrote a tailored piece for a special ebook titled “Five Melbourne Journeys“.
Royal Brunei Airlines coverage
Coverage of the Royal Brunei Airlines service and inaugural Dreamliner flight from Brunei to London chalked up 0.3 million ‘opportunities to see’ on social media, reaching 1.4 million accounts on Twitter alone. This part of the campaign helped to play a role in creating awareness of this new service and aircraft. The bloggers also published a variety of posts about Brunei, promoting it as a stopover destination for travellers from the UK to Australia, as well as their experiences on board the brand-new Dreamliner.
This campaign was unique in the sense that it combined two destinations and the launch of a new aircraft. It also led to the creation of a broad variety of content: social media photos and short videos, blog posts, an interview video and an ebook (that is downloadable for free). It was also the first time that iambassador worked with an airline in this capacity. Here’s what Royal Brunei Airlines had to say:
– Adiel Mambara, Sales and Marketing Manager UK