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Use the platform of Commonwealth
Games 2006 to build awareness about this exciting, vibrant
city and its regions amongst discerning Indian travellers
so that they include Melbourne as a part of their itinerary.
|
| About-Melbourne,
Australia |
•Australia’s
second–largest city and the cultural capital, filled
with striking public spaces, state-of-the-art museums
and art galleries, wide range of restaurants, heritage
sites and unique architecture –that in short is
MELBOURNE!
|
| But.... |
• Very Few Indians Knew about Melbourne and it’s
hidden exotic attractions….
- As an Indian journalist quotes after visiting Melbourne…
“Melbourne is Australia’s best kept secret”
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| Our
Objective |
•To build awareness about this
exciting, vibrant city and its regions amongst discerning
Indian travellers so that they include Melbourne as
a part of their itinerary.
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| What
did we work with… |
- Very little budget
- No official presence in India
- No other form of communication except Public Relations
- Tremendous support from Australian Trade Commission
and Qantas
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| Hitting
the nail on the head… |
•Bollywood!!!
- We live, eat, drink, sleep and get INFLUENCED
by our movies and movie stars!
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| Our
big catch…. |
•2005’s big blockbuster SALAAM NAMASTE
– A Yashraj Production –100% shot in Melbourne,
Australia!!! |
| A
quick preview |
-
No monetary support by the Tourism
Authorities to ease the 60 day back to back shooting
schedule in Melbourne & Victoria
-
Indian association with Australia
–Only Sydney
-
No awareness about iconic attractions
besides Sydney Harbour Bridge & Opera House
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Establishing
the ‘M’ factor….
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•We decided to establish the Melbourne factor
or ‘M’ Factor prior to the release of movie
•HOW?
- Stars and Director to use ‘Melbourne’
instead of Australia
- Contest in association with Yashraj movies with
their music release and pre-release promotion
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| Therefore… |
- Siddharth Anand spoke about Melbourne and why he
fell in love to shoot an entire 3 hour movie there
- Saif – endorsed Melbourne as his favourite
destination
- Media introduced Salaam Namaste in Melbourne
- Preity Zinta – playing an RJ encouraged participation
in a radio duet competition so that they can fly to
Melbourne
- Reliance requested people to download Salaam Namaste
Ring Tones on hoardings so that they can fly to Melbourne
- Music CDs & cassettes spoke to music lovers
about their ‘Passport to Melbourne’
- Yashraj spoke about ‘Passport to Melbourne’
on all Star Network channel and showcased a 10 seconds
clip on Melbourne
|
 |
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| ........Mumbai
Newsline & Bombay Times |
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| Result |
•Buzz
word Melbourne prior to the movie release!!! |
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| Hindustan
Times |
|
| The
biggest Surprise |
•The
Movie itself – ‘M’ Factor was at it’s
best!!! |
| The
Result… |
•15%
increase in travel queries for Melbourne!!! |
| Other
contributing factors |
•See
it to believe it … check out what media has to say
about Melbourne from ground zero!!! |
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| Mumbai
Mirror - Buzz |
Times
of India |
Business
Standard |
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| Elle
& Hindustan Times |
Jet
Wings International |
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| Hindustan
Times |
Jet
Wings International |
Hindustan
Times |
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| Times
of India |
Economics
Times |
Hindustan
Times |
Times
of India |
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| DNA |
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