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Melbourne releases remote-control tourists into streets

October 18, 2013 Destination Global, Headline News No Comments Email Email

egtmedia59In an unusual and groundbreaking tourism initiative, Victoria’s tourism board has chosen four people who it has dubbed “Remote Control Tourists”.

Equipped with microphones and cameras, they will roam the streets of Melbourne for the rest of the week. By picking up on what the Remote Control Tourists see and hear, and directing them around, would-be tourists from around the world will be able to gain a live sneak preview of the city.

“The Melbourne Remote Control Tourist is designed to engage with consumers by providing an opportunity to explore the depths of Melbourne’s experiences before they visit, live and in real-time,” Victoria’s Minister for Tourism and Major Events, Louise Asher, explained. Rembrandt - www.rembrandtbkk

“It offers visitors the ability to ‘go before you go’, whereby they can direct real people in Melbourne (the Remote Control Tourists) to be their eyes and ears in the city.”

Asher said it was pleasing that this campaign continued to “push the creative boundaries in an increasingly cluttered tourism marketing environment,” to assert Melbourne’ s credentials as Australia’s most creative and cutting-edge city.

The campaign will also use advertising and promotion to generate ongoing engagement with video content and stimulate repeat website visits after the initial five day live period.

Prizes, including trips to Melbourne, will be offered to consumers who find ‘hidden icons’ throughout the video content. The Play Melbourne television advertisement would continue to underpin the campaign in key interstate markets.

Underpinning the campaign is helmet-mounted camera technology, an interactive website and the power of social media.

Visitors will be able to see and hear live video and audio feeds via the website and can instruct the Remote Control Tourists on what to explore via Twitter and Facebook.

The Remote Control Tourists will be constantly interacting and commentating on what they’re seeing and doing, engaging audiences through highly interesting live online content.

“This campaign is designed to engage with interstate visitors, but due to its highly creative format, we believe it has the potential to generate a global audience, eager to access the hidden aspects of Melbourne” Asher said.

“I am delighted that Tourism Victoria continues its two decade history of the innovative Jigsaw campaign work and is the first tourism agency anywhere in the world to bring this idea to life.  The campaign is a ground breaking digital initiative that will re-engage and inspire consumers with deeper reasons to visit Melbourne.

“The Play Melbourne campaign delivered very pleasing results in its first year, reaching 3,122,000 interstate travellers with the Play Melbourne television commercial generating over 1 million views on YouTube.”

Tourism contributes $19.1 billion to Victoria’s Gross State Product and employs more than 200,000 people.

Edited by : Peter Needham

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