The Art of Walking | 2010 IAB Awards Winner

Posted by IAB Australia On July 23, 2010 Research & Resources

2010 IAB Awards | Cross-Platform Integration Winner

The Art of Walking
Agency: Publicis Mojo Melbourne
Client: Tourism Victoria

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.

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.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.