A 6-week long radio campaign with Einslive (WDR), with a listening audience of 50% of the population of 18 milllion in the affluent German Federal State of Nordrhein-Westfalen, focused on the promotion of Australia's northern gateway of Darwin, Central Australia and the link with Cairns and the Great Barrier Reef in Tropical North Queensland. The promotion featured the chance for WDR listeners to win 60 trips of two-week duration to Northern Australia.
DR conducted the on-air campaign during September-October 2007 with two trips given away each week-day during that period. A WDR reporter travelled to the NT on a reconnaissance trip to collect stories, information and o-tones (original sounds/interviews).
The campaign objective was to communicate the fact that it is possible and appealing to see and experience many of the iconic, contrasting and world-heritage-listed natural features of Australia on a two-week holiday from Central Europe. The target group for the campaign was young independent travelers aged between 18 and 35 years.
In addition to air-time, WDR staged an offline campaign throughout the Nordrhein-Westfalen region in the immediate lead-up period and during the first weeks of the campaign that included online, cinema, city lights, billboards and big-board vans. On-air trailers and editorials promoted the campaign and the destination every two hours throughout the day.
German trade partner Boomerang Reisen played an important role in terms of fulfilment of package sales of product developed and promoted in conjunction with this campaign.
The estimated advertiisng value in terms of media coverage for this campaign was AUD$1.5m