Vivid Sydney is the largest light, music and ideas event in the Southern Hemisphere. The 18-day event is named Best Tourism Event at the Australian Event Awards in 2014. The event will be held from 22 May to 8 June 2015. This year is also the International Year of Light.
Owned and managed by Destination New South Wales, the State Government’s Tourism and Major Events agency, Vivid Sydney attracted more than 1.43 million people in 2014. Heading into its seventh year, Vivid Sydney celebrates the creative industries. The festival includes large scale light installations and projections as part of Vivid Light; music performances and collaborations as part of Vivid Music; and creative ideas, discussion and debate as part of Vivid Ideas.
To promote the festival, we create the campaign site to increase the awareness of the public. The design of the website includes some highlights images of the event last year. So everyone can imagine that the event will continue to be magnificent this year. To be more user-friendly, the Campaign Site was developed by a Responsive type. Even better, the most creative idea of the Campaign Site is the video generated for each participant in order to increase the traffic of the website.
Apart from reading the information of the event in the Campaign Site, users can play the game with some simple steps in order to win the prize. During the game, users can choose their favorite scene, number of characters and special lighting effect. Then, they can upload their own images and share their reasons why they would like to win the attractive prize of the game. Afterwards, a unique video will be created and posted in the Campaign Site. Therefore, other users can watch your video and your reasons of traveling to Sydney will be shared to others. On the other hand, users can share their video to social media platform, Facebook so that their friends can have a chance to play the game and win the prize too.
To spread the word of mouth, we leverage the power of KOLs and Facebook Fanspage. We align Mingjai, 麻利亞, 愛 . 旅遊 and 24parent to viral out our campaign. Through the social media platform to share their personal video and promotion feeds about Vivid Sydney 2015, the real and firsthand feelings and comment can be shared to fans.
post reach on Facebook
accumulated views of video
registered participants in 15 days
Destination NSW Vivid Sydney 2015 Campaign Site
Best Travel Rich Media Online Campaign
2016 Internet Advertising Competition (IAC)
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