Tourism Australia wins award for Malaysia campaign
21 October 2014
Tourism Australia won the Bronze award for ‘Excellence in Content Marketing’ at the Marketing Excellence Awards 2014, held on 17 October in Malaysia, for a seven-episode travelogue series titled ‘Jason Down Under’.
The series followed the journey of popular Asian personality Jason Godfrey as he travelled through Australia, and featured a variety of city, food and wine and nature experiences alongside world class events and an exploration of regional attractions.
In addition to being broadcast on Asia’s first HD lifestyle channel LiTV, destination content was also featured in a series of articles written by Jason and published in Malaysia’s leading English daily newspaper The Star, as well as social media posts.
The series has also been broadcast in Singapore, Indonesia, Philippines, Hong Kong and will be shown on board Malaysia Airlines’ in-flight entertainment.
Tourism Australia partnered with Malaysia Airlines on the campaign, with the airline reporting a 24.5 per cent increase in bookings to Australia during the campaign period.
The ‘Jason Down Under’ series attracted more than 126,000 viewers per episode and reached 83 per cent of the target audience.
The campaign was supported by Destination New South Wales, Tourism Victoria, Tourism & Events Queensland, Tourism Tasmania, Tourism Western Australia and South Australian Tourism Commission.
View the campaign case study.