CMOs are talking the CX talk, but not yet walking the walk
Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?
Technology-led Qantas and Tourism Western Australia campaign brings WA to Melbourne
WA’s finest brought to Melbourne via Banter
Qantas and Tourism Western Australia are making virtual reality the centrepiece of their new tech-led tourism marketing campaign, which gives Victorians the opportunity to experience Western Australia via an interactive pop up in Federation Square.
Qantas and Tourism Western Australia have partnered with Banter to provide the free interactive three-day pop up in February, which allows participants to work remotely or unwind while being immersed in the sights, tastes, and sounds of WA.
Termed ‘WorkPlayce’ for its two ‘work’ and ‘play’ themed rooms, the pop up will highlight a different WA region each day, the ‘play’ space offering an interactive experience of WA with activities including a live demonstration of pearl harvesting from Broome, a virtual reality swim with whale sharks in Ningaloo Reef, and a photography tutorial. The ‘work’ space is a remote working room with Wi-Fi, power ports and refreshments featuring WA destinations on large screen TVs, from the natural wonders of Kings Park, to a sunset at Cottesloe Beach.
Qantas and TWA will offer complimentary beer, wine and food, such as fresh Exmouth prawns, to entice Victorians to consider WA as their next holiday destination. Visitors will also be greeted by Qantas cabin crew and can experience the 787 Dreamliner Business class suite to promote the Qantas Dreamliner, which will begin flying to London via Perth from late March, the first time Australia and Europe will be connected by a nonstop service.
Qantas has been investing in a hefty mix of technology, data, people and brand marketing, complemented by a mass market Qantas brand repositioning campaign, since October 2016.
Visitors can walk-in or pre-book a session via Eventbrite and places are limited. WorkPlayce is located at Federation Square (corner Swanston & Flinders Street) from 13 to 15 February, visitors can work at The WorkPlayce from 8am – 5pm, and play from 12 – 8pm.
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