Tag Archives: destination

Let’s be Frank about Austravel’s PR stunt…

3 May

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If you walked down to Liverpool Street station this week, you were in for a PR surprise. But, you had to look carefully. If you blinked, you’d miss it (probably).

Frank PR teamed up with Austravel, a tour operator, to promote its holiday destinations by creating a hole in the ground to show consumers what they’re missing.

Unfortunately, it just didn’t have the ‘wow’ factor.

Here’s three ways it could’ve made the stunt better:

1. Take us away
Problem: The hole in the ground showed ‘real time’ footage of Bondi Beach.
Solution: The stunt would’ve been stronger if Londoners who looked into the hole were linked up to see Australians ‘show us around’ the area. We can all dream about a beach but it doesn’t necessarily mean we’re going. People engage people, so connect the dots and strengthen the stunt in both countries.

2. Tidy up Twitter
Problem: Austravel’s Twitter account wasn’t ready for the campaign. It had less than 150 followers on launch day, which hasn’t steadily increased during the stunt period.
Solution: Tease the stunt to ‘lock people in’ to the hashtag – #LondonDownUnder – and engage with stakeholders to help them promote the campaign, to encourage it to snowball to success. Social media marketing is vital but it’s brands that have to put the legwork in – not the other way round.

3. Speak up!
Problem: There was a ‘builder’ on site to manage the stunt but when I walked past on a couple of occasions nothing was said (obviously people should have lots to say when I walk past, but you get what I mean).
Solution: You can’t rely on a piece of paper with a brand’s Twitter handle to drive the campaign forward – have a conversation. This could’ve seen more people stop by to see what all the fuss was about.

So, there you have it. Austravel may have wanted a ‘soft launch’ and Frank PR may say that its client didn’t have a decent budget. I say that the brand now has an uphill struggle to contend with.

Where does it go from here? Is this campaign quickly going down under?

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lastminute.com is behind the times with copycat campaign

9 Nov

Competitions are PR gold because they drive engagement with your target market. I’ve launched a few of them in my micro career – from the Best British Roast Dinner to the Best Dressed Pub – and it’s safe to say there’s no campaign that won’t allow you to bring out consumers’ competitive streak.

But the one that the PR industry remembers – which broke all the rules, offered a top prize, won awards and international coverage – was Queensland’s 2009 ‘Best Job in the World‘. So, when I saw the lastminute.com was looking for a ‘spontaneity champion‘, to indulge in luxury mini breaks across the world and share their experiences with the brand, I was a little disappointed.

There’s no shame in being inspired by other campaigns, but if it doesn’t take it to another level then have you really done your job? (#JustSaying)

lastminute.com’s competition has already been talked about by almost every UK national newspaper, but to add some extra sparkle, I’d promote it in the following ways:

Pack a suitcase
Package the competition up as part of a wider feature with top tips for frequent travellers; travel blogger profiles; and ‘how to…’ articles on spending 24hours in the most popular cities. The content can be run as part of an advertorial within a magazine like Time Out or pitched into a range of websites.

Pin it to win it
lastminute.com is on the right track when it comes to social media, by encouraging the eventual champion to share their experiences, but it could take it one step further by utilising Pinterest.

This story is great, but there’s nothing worse than reading about a competition you didn’t win, so why not continue the celebrations by giving people a chance to win a trip to the destination on a picture they ‘re-pin’?

Talk to the experts
If you’re sending someone on a ‘trip of a lifetime’ every weekend for a year, they’re going to become experts in destination hotspots, hidden culture and emerging trends. So leverage their expertise by hosting a press event at the end the year for a campaign round-up. lastminute.com could go it alone, if they have the budget, or partner with a well-known travel conference and secure a speaking opportunity as part of a sponsorship package.

By inviting journalists and bloggers to hear the stories, and also do a ‘big reveal’ for next year’s campaign, they can keep the brand in the news.

So, there it is. Three ideas to better organise the campaign around the spontaneity champion. Are you up to the challenge?

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