2010 IAB Awards | Cross-Platform Integration Winner
The Art of Walking
Agency: Publicis Mojo Melbourne
Client: Tourism Victoria
Strategy
The centerpiece of the campaign was a 48-minute feature-length documentary. Users were given the chance to watch The Art of Walking in bite-size pieces, as well as discovering exclusive web videos, photos and diary entries, all mapped using Google. An online content aggregation plan added exponential visibility and distribution, with over 220 pieces of content uploaded to YouTube, Flickr, and GoogleMaps.
Results
This campaign not only succeeded in the judges’ eyes, it has been dubbed the most successful Tourism Victoria competition ever. The competition element of the campaign generated over 15,500 unique entries, the Art of Walking documentary was distributed to 400,000 readers by Fairfax, and the National Geographic Channel broadcasted the film in 16 countries in 2010.
