BE VIACOM has produced a campaign comprising a six-part online series for Destination NSW documenting six international travel bloggers’ road trip to the state’s ‘must-see’ destinations.
The online series NSW Unmapped was produced as part of a social media-driven youth tourism campaign launched in March 2012 with a focus on social media to attract the 15-29 year old demographic.
The series captures highlights of the bloggers’ journey, interaction with locals, insight into how they share the journey with their followers, and the unique opportunities NSW offers young travellers.
Local celebrity talent includes DJ and Blue Mountains-native Alison Wonderland, Sydney’s Dan Mac from the ARIA-nominated electro-pop dance band Art vs Science, and “Life Without Andy” founder and photographer, Mitch Tomilinson.
In addition to the six films, three image spots were produced, all aimed at connecting with the global youth market. Tapping into BE VIACOM’s vast global network, the campaign leveraged MTV’s international youth audiences with a digital media spend on MTV websites in the UK, Canada and US.
Colin Blake, Vice President of BE VIACOM Australia and New Zealand said that working with Destination New South Wales had allowed them to showcase their ability to create compelling multiplatform content that connects to young consumers in unique ways.
“Utilising our production expertise, MTV talent relationships, global digital platforms and overall youth marketing know-how is what BE VIACOM brings to the market, and we’re proud to have created a showcase for New South Wales to audiences all over the world,” he said.
The campaign generated over 2.5 million hits across social media sites in its first week, and throughout the journey the bloggers created content from destinations including Sydney, the South Coast, Central NSW, the Hunter Valley, the Mid North Coast, the Northern Rivers, Byron Bay.
All six episodes can be viewed on the youth-orientated “Work, Study, Play” page on the official Destination NSW website.