BRAND ACTIVATIONS AND EXPERIENCES
V AUSTRALIA BRAND ACTIVATION, SYDNEY
4320 LA/SYD CHALLENGE
BRIEF:
Create a brand activation for V Australia Airlines that would increase sales for the route between Sydney and Los Angeles, putting bums on seats, through their new "3 Day Deals" featured on the website.
CREATIVE EXECUTION:
To put the LA-Sydney route within people's reach, THE EVENT SUITE assisted world class ad agency DROGA 5 & production company GOODOIL 'to demonstrate how to experience Sydney in just three days via a US/Australia based stunt. Three energetic and enthusiastic Aussies willing to fly from LA to SYDNEY for 72 hours of non-stop iconic Sydney action were secured. The catch: share it all with the rest of the world by twittering every minute of their trip – over 4,320 tweets.. A print, online and radio campaign were used to recruit the three Aussies.
In addition, the use of Twitter to fuel the campaign tapped into the mindset of the target market in a way no other medium could. It was new, immediate and its freshness translated reflected both the brand and destination. This non-stop three day experience down-under was choreographed seamlessly by the colaborative team, from swimming with sharks to enjoying a beer at the Opera House, scaling the famous Sydney Harbour Bridge, taking a sea plane, visiting a sheep station, sailing boats on the harbour and more…
OUTCOME:
The film of this stunt became a mini documentary for the airline's in-flight entertainment, webisodes, retail TVCs and was taken up by cable Channel V. In addition, the uptake of the deal was so successful that the offer was extended for an additional month, with an huge increase in unique visitors and flight bookings to the site throughout the promotion.
CLIENT TESTIMONIALS
CHANA MCLALLEN, PRODUCER FOR V AUSTRALIA 4320 - GOODOIL
It was an absolute pleasure working with THE EVENT SUITE during the course of the V Australia project.
Loretta has a natural eye for detail and strives to find the best feasible option to present for her clients. She presents with grace and class and has an innate ability to adapt on her feet if the occasion requires it.
Our client was thrilled with the result which aired throughout V Australia airline in-flight entertainment and on a website with broadcast live streaming from the 3 day event. 'V4320 LA/SYD" was also the winner of a prestigious Cannes Gold Lion and a Silver at the London D&AD Awards.