Australia is one of the most fascinating and spectacular countries on earth. Famous for its nature and animals found only there as the koala and the kangaroo, it is a complete country because it has: desert, rainforests, pristine beaches, mountains, vibrant cities and excellent wineries. In addition to the ancestral aboriginal culture, Australia has several world heritage sites such as the Great Barrier Reef and the Park of the Blue Mountains. After the first visit to Australia, everyone often wants to come back for nothing is like Australia.
Australia and Grupo Glamurama
Australia needed to be placed with respect to the luxury market in Brazil and show their gastronomic experiences, tours and everything that the destination has to offer for frequent travelers with high purchasing power.
The promotion campaign in partnership with the Grupo Glamurama included the trip of the group Director to Australia, articles posted on the Glamurama website and in the Power and JP magazines, in addition to an event for around 100 opinion leaders and tourism operators in the Casa Glamurama - including a chat between Joyce Pascowitch and Josimar Melo, who is the main gastronomic critic in Brazil -, in addition to posts in social networks and series of testimonials and tips of influential personalities in the JP magazine.
Great exposure among the target audience, AA/AB social economic classes, on social networks, on the Glamurama web site and in the JP magazine.
There was a need to create a new perception regarding the destination and to show that Australia is much more than the already consolidated student and adventurers trips.
One of the most daring and imposing projects designed by the Interamerican was the inclusion of scenes recorded in Australia during three chapters of the 'Totalmente Demais' (2015) soap opera, which is transmitted by Rede Globo at 7:00 pm. The Interamerican team had an intense and crucial role at all stages of the action, from the creation of the plot, the choice of locations, as well as in the negotiation process with local suppliers to obtain permissions for recording and to maximize the reach in the Brazilian press. Interamerican was responsible for monitoring the authors of the soap opera, supplying them with information on cultural aspects and attractions for Brazilian visitors in Australia, thus ensuring that all the key messages of Tourism Australia were included and transmitted to the public in a correct way. In addition, we provided content to 13 reports about Australia, which were promoted in the website of the Gshow channel, which is a part of the Globo.com portal that directed the Internet users to the Tourism Australia website. We monitored in the Australia a trip for the pre-production of the soap opera, with a team of directors and producers, when they visited the possible locations that would serve as a scenario for the soap opera. The recording trip gathered some of the main artists of the team of the TV channel, and the final script achieved its goal: Juliana Paes, Fabio Assunção, Humberto Martins, Viviane Pasmanter and the model Fernanda Motta interacted with the landscapes and the attractions of two of the most important tourist destinations in the country: Sydney and the Great Barrier Reef. When they were in Australia, they conducted a press conference for the international and Brazilian media. As part of the public relations strategy, a press trip was organized to follow the footages in Australia, with journalists of the main communication channels from Rio de Janeiro and São Paulo. The Marie Claire magazine conducted a photo shoot that included the model Fernanda Motta on its cover, using the Opera House as a scenario, which is one of the icons of Sydney.
In total, 118.9 million viewers were reached considering the exposure of Australia in the TV programs 'Encontro com Fatima Bernardes' and 'Vídeo Show', 30 ads for the soap opera in different times of the day, in addition to the three chapters in which the country appeared. We counted more than 366 articles, including covers and large reports in publications, such as Caras, Quem and Contigo magazines, O Estado de São Paulo and Folha de São Paulo daily newspapers, and the Marie Claire magazine.
Best Jobs in the World
Tourism Australia launched a global campaign called “Best Jobs in the World”. One of the winners of the campaign was a Brazilian, which has allowed the Interamerican Network to maximize the opportunity to promote the destination in Brazil.
The Interamerican Network used the 'Best Jobs in the World' campaign to promote Australia as a destination in Brazilian press through actions of relationship with the press in general, TV, social networks, printing press, etc.
Between March and June 2013, the action has generated a coverage of more than 120 articles and reports, including reports on television shows and major printing and online communication channels.
Ellen Jabour in Australia
To sustain and further enhance the results of the Totalmente Demais soap opera.
Tourism Australia launched a digital marketing campaign with Brazilian influencers. For such an action, Interamerican Network built thematic pills recorded by Brazilians for Brazilians with the participation of the presenter Ellen Jabour. We developed a digital campaign led by the presenter Ellen Jabour, which was promoted on YouTube at the same time of the premiere of the soap opera. Ten thematic videos about the country are included in the project "Totalmente Australia", which provides tips on what to do, eat and enjoy in several regions, including many of the locations used on the soap opera. The videos with Ellen Jabour are released one by one, very week.