MELBOURNE ON MY BUCKET LIST – Influencer marketing

TASK

Maximize tourist traffic to Melbourne and get more Indian travelers [number of arrivals] to spend more time [room nights] and money [share of tourist revenue] in the destination. The aim was to influence travel decisions and to shorten the decision making time as much as possible–so that more travelers visit the destination.

WHAT WE DID

Our strategy was to bombard the traveler with large volumes of interesting and engaging content – continuously. We brought the destination alive through an influencer-guided program of matching passion points to promote Melbourne & Victoria’s wide array of experiences making them add ‘Melbourne On My Bucket List’

Engaged with mix of mega, macro and micro influencers throughout the year. Influencers who had not been to Melbourne sharing why they have Melbourne on their bucket list and experiential content (vlogs, testimonials etc. from influencers visiting the destination

RESULTS