Melbourne's virtual tourists go global

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.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

What does it take to be an innovation leader?

To thrive in an increasingly complex and unpredictable new world, organisations will need to innovate, and leaders will require the necessary skills to do so. Here,

Evette Cordy

Co-founder, Agents of Spring

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.

hogwash

The purpose of purpose - Brand science - CMO Australia

Read more

talking about the 4 p's:https://www.tripleclicks.co...

kigoma divin

The purpose of purpose - Brand science - CMO Australia

Read more

Interesting blog, good information is provided regarding Design Thinking For Business Strategy. Was very useful, thanks for sharing the b...

Tanya Sharma

Is design thinking the answer for the next generation of marketing?

Read more

Hi all,Good Post! Thank you so much for sharing this pretty post, it was so good to read and useful to improve my knowledge as updated on...

Jules john

To DMP or not to DMP? - Marketing automation - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in