For five days from October 9-13, two Remote Control Tourists became the ears, eyes and even taste buds of everyday people, offering a first-person perspective of the ever- city of Melbourne.
These experiences and stories were streamed in real time atremotecontroltourist.com, a dedicated online media broadcast site. (Check out the video of highlights here)
The Melbourne Remote Control Tourist idea was inspired by Tourism Victoria’s Play Melbourne television and multi-media campaign. Aimed at the domestic Australian and New Zealand markets, the campaign has been running since 2011 and highlights the playful and intriguing aspects of Melbourne – its hidden laneways and arcades filled with boutiques, galleries and eateries, rooftop venues and the lively night-life.
“The Melbourne Remote Control Tourist is the digital, social media activation of the campaign, playing out in an online space where we know increasingly travel decisions are made,” said Tourism Victoria’s CEO, Leigh Harry.
“The aim of the campaign is to provide consumers with more information, news and knowledge about Melbourne’s neighbourhoods, experiences and products. It also aims to increase actual visitation to Melbourne through providing new information and new reasons to visit
“The campaign is designed to encourage the audience to engage with Melbourne in a new way to discover new finds, destinations and delve a little deeper into all that the city has to offer.”
Four individuals were handpicked for their engaging personalities and extensive knowledge and love of Melbourne. “They all currently live in Melbourne and are familiar with the city. There are two male and two female Melbourne Remote Control Tourists: Lucy, Tom, Kate and Ben.”
As of October 11, Tourism Victoria said response has been “really pleasing” with the campaign engaging with visitors from 1,823 cities, in over 122 countries. “Our target markets have shown high levels of engagement in Australia and across New Zealand, the US and UK.”
As for the kind of requests received by customers, they range from drinking coffee in a particular café, eating in a particular restaurant to going on-stage at King Kong, at the Regent Theatre.
“Once a request is made, viewers can immerse themselves in experiences that Melburnians engage in – including eating, drinking and meeting locals. Consumers can get a feel of the welcoming experience that Melbourne has to offer.”
Executing the programme, which has been in the planning since 2012, was complex in that there were so many different dynamics to the campaign, particularly with the Remote Control Tourists receiving requests in real-time through twitter and Facebook.
Tourism Victoria’s marketing team worked closely with partners Clemenger BBDO Melbourne and Exit Films/Tool to bring the world-first tourism initiative to life. Clemenger BBDO Melbourne is Tourism Victoria’s appointed lead marketing services agency.
