People from 122 countries have taken charge of remote controlled tourists to explore Melbourne
Twenty one coffees, 14 desserts, two kung fu lessons and one (so far) busking session are not typical measures of ROI for a campaign, but when Tourism Victoria reflects on the Melbourne Remote Control Tourist experience – part of the Play Melbourne campaign – those figures will probably be part of the post-mortem.
Tourism Victoria launched the fleet of remote-controlled tourists earlier this week. Each intrepid pair (there are four 'tourists' in total, working eight hour shifts of two) is hooked up to helmet-mounted cameras that stream video of their experiences in Melbourne as visitors to remotecontroltourist.com direct their journeys around the state capital.
In the two days since the launch, people from 122 countries and more than 1800 cities have participated in the experiment. The 'tourists' have so far travelled close to 50 kilometres through Melbourne (and participated in 71 "hi-fives, handshakes and hugs" according to Tourism Victoria). Requests to the tourists can come through the website or social media, with 1177 tweets actioned in the first two days of the campaign.
Behind the scenes a control centre receives requests for the tourists and then despatches them to new locations and experiences.
The campaign runs until 13 October.
In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.
With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.
Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.
Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.
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