It is one thing to try out virtual reality (VR) with tourism campaigns, and another for it to work out so well that it has spiked popularity and interest in a whole country. This is what happened with Tourism Australia when they introduced 360 videos, and Americans seemed to like it the most.
In a report by Mumbrella earlier this year, it was said that there was 64% more engagement thanks to the 360 degree videos, and it launched in New York during Australia day. Now there have been 10 million views. The amount of engagement that was had with Australia.com was over 8 minutes worth, and so this kind of quality in result can only mean that this is something that cannot be ignored when it comes to marketing – and not just because Chris Hemsworth was in one of the ads to lead the campaign.
Lisa Ronson, Chief Marketing Officer at Tourism Australia, said: “This is about giving US consumers and potential travellers to Australia a deeper, more immersive experience of our destination. The response, so far, from the activity we’ve rolled out in the US has been fantastic.”
Ronson went on to say “It’s a fantastic platform for our 360 video footage and based on the engagement we’ve been getting to our posts, it’s definitely providing the inspiration for potential travellers to take that crucial next step towards booking a holiday to Australia”.
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