SYDNEY: Tourism Australia’s viral campaign ‘Dundee’ aired at the Super Bowl this year, but the ongoing benefits of the campaign have been through programmatic spend, customer journey-mapping and consumer data analysis.

“Everything we’ve done is basically programmatic. Through social, through digital, video – it’s all programmatic,” said Geoff Ikin, general manager of global media, PR and social for Tourism Australia, at the Programmatic Summit in Sydney recently.

In the case of the Dundee campaign, in order to get the ball rolling, the campaign began by targeting moviegoers, but once the conversation started to shift, the focus turned to high-value travellers.

“There’s quite a bit of overlap between high-value travellers, the Super Bowl audiences and moviegoers,” said Ikin. (For more on how Tourism Australia built on its 2018 Super Bowl campaign, read WARC’s report: Tourism Australia’s programmatic touchdown at the Super Bowl.)

To track the success of the campaign, Tourism Australia went through a detailed tagging process to ensure data around the campaign was being captured.

Following its viral TV spot, the organisation continued to gather data and insights and feed them back by driving traffic to a central marketplace housed at, working in two-week cycles to optimise the lead data. Real-time feedback on the results also showed what was and wasn’t working.

“We’re looking at all of the insights that we have found from the ecosystem, looking at the behaviour,” said Ikin. “We have worked with key distribution partners to really make sure that we understand what’s happening on their sites.”

For an American planning to visit Australia, the process to book can take four or five months and includes somewhere in the vicinity of 280 touchpoints and 38 websites. A third of people who go on to book do so via travel agents, which adds a layer of complexity to attributing digital initiatives.

With all this in mind, building desirability could be a blanket approach – but Ikin had one specific audience in mind.

“What we’ve done over the last two years is really redefine who our core customer is. We’re focused on the high-value traveller. We can drive the most incremental value from that customer into the country,” he said.

This audience is defined by attitudes and behaviours over demographics. “The great thing is that the industry is now at the point where we can actually target and use insights and understand those attitudes and behaviours,” Ikin said.

Sourced from WARC