2018 Tourism Australia ‘Dundee’ Campaign CAMPAIGN TOOLKIT February 2018
2018 Tourism Australia ‘Dundee’ Campaign
CAMPAIGN TOOLKITFebruary 2018
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 2
Purpose
The purpose of this document is to provide guidelines on how to extend the 2018 USA Tourism Australia ‘Dundee’ campaign in your market through partner owned channels. This promotion should begin on or after 5 Feb 2018 and not before. Please note that all content in this document is highly confidential. All assets can only be used to promote tourism to and within Australia, and all usage restrictions must be legally followed. For any questions about this document, please contact:
SYDNEY OFFICE
Jenna Wakely [email protected] or Courtney Barry [email protected]
THERE’S NOTHING LIKE AUSTRALIA
PARTNER LOGO HERE
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TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 3
Table of Contents
Campaign Approach 4
Campaign Phases 5
Campaign Assets 6
Visual Approach 7
Key Visual 8
Co-Branded Partner Creative Options 9
Design Executions 10
Design Examples 11
Font & Typography 14
Colors 16
Logo 17
Imagery 18
Social Executions 20
Video Assets 22
F&Qs 24
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 4
Campaign Approach
In 1986 Crocodile Dundee burst onto our movie screens and became an iconic and much loved Australian character who is still memorable, popular and lovable today. In 2018, Tourism Australia brought the legend of Dundee to life again in what the American audience believed as the next film installment of the Dundee franchise.
But all was not what it seemed.
Under the disguise of a Dundee film reboot we showcased the world class beauty that is Australia – exquisite aquatic destinations, unique wildlife and some of the best food and wine experiences that can be found on earth. And at the right time, we made sure everyone knew it was not a film but a Tourism Australia ad.
For the first time in Tourism Australia’s history, the biggest sporting event in America, the Super Bowl, was the launch pad for a world class advertising campaign focused on bringing a inspired American audience to Australian shores.
NOT FOR PARTNER USE
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 5
Campaign Phases
PHASE 1 - ESTABLISHED Dundee the MovieA full suite of promotional materials were produced to set up the Dundee film as if it were a real movie, including film trailers, a trailer website and muti-platform social media presence.
Tourism Australia was not publicly associated with the campaign at this stage.
Not for partner use.
CO-BRANDEDPHASE 3
PHASE 2 - REVEAL DUNDEE The reveal of Tourism Australia & DundeeAt the Superbowl, we revealed that the new movie was actually a campaign for Tourism Australia.
Not for partner use.
PHASE 3 - PARTNER Cobranded Tourism Australia & Partner work Our current phase is about converting the interest we have built in the previous stages of the campaign and driving bookings.
The opportunity for partners to leverage this noise in markets beyond the USA is strong. Working with our key distribution partners and airline partners is crucial in driving the success of this phase as we invite the world to experience Australia through exclusive and competitive offers.
Please note Qantas is the exclusive airline partner for the first three months of the campaign, therefore any campaign creative
It’s important to note that due to talent restrictions, only tourism imagery can be used within this phase. Images of the talent cannot be used in cobranded partnership assets.
Please refer to page 10 for partner campaign integration opportunities.
The 2018 USA Tourism Australia ‘Dundee’ campaign is a comprehensive multi phased brand and retail campaign. For background as context, read about the USA campaign running February to April 2018 below. PHASE 1. Established the Dundee movie disguise - January 2018PHASE 2. Reveal Dundee as a tourism ad for Australia - February 4, 2018 (The Superbowl 2018)PHASE 3. Partner integration, Why Australia content and performance marketing - February 5, 2018 onwards.
Not for partner use.
PHASE 1 STANDALONE
NOT FINAL AND NOT FOR PARTNER USE
STANDALONEPHASE 2
NOT FINAL AND NOT FOR PARTNER USE
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 6
Campaign assets can be found on this password protected link.
Content can be downloaded herePassword: kangaroo2018
Campaign Assets
Assets Tourism Australia have made available include.
• Campaign tool kit
• Dundee hat images, 1 per state and territory
• Australia landscape images, 4 per state and territory
• HTML5 set of Dundee hat digital banners x 4 sizes
• HTML5 set of Australian landscape digital banners x 4 sizes
• Set of experience led digital banners x 4 sizes
• Dundee hat and landscape poster artwork, 1 per state and territory
• Dundee hat landscape static eDM banner, 1 per state and territory
• Free campaign (Google) font and link to alternate licenced font
• Australia logo
• Video Embed Codes 60 and 90 second Super Bowl TVC
• Video Embed Codes for Why Australia content x 6 episodes (1 minute+ in length)
• Video Embed codes Why Australia x 3 trailer episodes (15 seconds in length)
• FAQ’s
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 7
Visual Approach
The visual approach of the campaign is bold, vibrant and cinematic. The photography features beautiful landscape scenery, along with consistent use of colours and fonts. It represents all states and territories within Australia, and covers all of Tourism Australia’s key pillars. This visual tone should be carried out across all of the work in the campaign, so that it achieves a cohesive look and feel.
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THERE’S NOTHING LIKE AUSTRALIA
PARTNER LOGO HERE
THERE’S NOTHING LIKE AUSTRALIA
PARTNER LOGO HERE
LOREM IPSUM, DOLOR SITPACKAGES FROM $X,XXX*
POS Design Example 1 - State and Territory assets are available
POS Design Example 2
All creative must be approved by Tourism Australia. Please ensure that your production timings allow 48 hours for Tourism Australia to provide feedback or approval.
For any questions about this document, please contact:
SYDNEY OFFICE
Jenna Wakely [email protected] or Courtney Barry [email protected]
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 8
The hugely iconic and recognisable Dundee hat has been made available as an asset which can be used in partner marketing and promotional materials to help visually and tonally connect your marketing activity to the Tourism Australia brand campaign.
A master hat visual has been created for each State and Territory and can be used across all your promotional assets including display advertising, websites, social media, POS, EDM’s, print etc. We have also provided alternative Australian landscape images which do not include the hat. You’ll find these on page 18.
Key Visual
Queensland New South Wales Australian Capital Territory Victoria
Tasmania South Australia Western Australia Northern Territory
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 9
A suite of creative options have been designed to suit your marketing campaign requirements. There are 3 campaign styles for you to choose from.
1) Dundee hat creative suite: Assets featuring the Dundee hat to visually connect your marketing activity to the Dundee campaign.
2) Australian landscape suite: A suite of images has been recommended which are visually in line with the Dundee campaign but do not feature the Dundee hat.
3) Experience suite: Assets which feature specific experiences consistent with Tourism Australia’s key pillars of food and wine, aquatic and coastal and nature and wildlife.
Co-Branded Partner Creative Options
Refer to pages 10 to 13 for the full suite.
All creative must be approved by Tourism Australia. Please ensure that your production timings allow 48 hours for Tourism Australia to provide feedback or approval.
For any questions about this document, please contact:
SYDNEY OFFICE
Jenna Wakely [email protected] or Courtney Barry [email protected]
Note: PSD Files only
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 10
Design Executions Banners
Banner Layout 1Dundee hat execution.
Banner Layout 2Australian landscape execution.
Banner Layout 3Experience execution.
The asset folder includes the full suite of experience executions avaliable. Note assets can only be provided as psd files and not as HTML5 files.
Frame 1: Package
Frame 1: Package
Frame 1: Image slowly pans to the right
Frame 2: TNLA and CTA
Frame 2: TNLA and CTA
Frame 2: Image transitions in Frame 3: Image transitions in Frame 4: The yellow bar slides uprevealing the location
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 11
Design Examples
HTML5 Digital Banner sizes available - Dundee Hat
Each design avaliable in 4 sizes
300x600 px 160x600 px 300x250 px728x90 px
300x250 px
300x600 px 160x600 px
728x90 px
All creative must be approved by Tourism Australia. Please ensure that your production timings allow 48 hours for Tourism Australia to provide feedback or approval.
For any questions about this document, please contact:
SYDNEY OFFICE
Jenna Wakely [email protected] or Courtney Barry [email protected]
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 12
Design Examples
HTML5 Digital Banner sizes available - Landscape
Each design avaliable in 4 sizes
300x600 px 160x600 px 300x250 px728x90 px
300x250 px
300x600 px 160x600 px
728x90 px
All creative must be approved by Tourism Australia. Please ensure that your production timings allow 48 hours for Tourism Australia to provide feedback or approval.
For any questions about this document, please contact:
SYDNEY OFFICE
Jenna Wakely [email protected] or Courtney Barry [email protected]
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 13
Design Examples
Performance Banners - Experience
300x250 pixel files x 4These files are available in PSD file format only, not built HTML files.
All creative must be approved by Tourism Australia. Please ensure that your production timings allow 48 hours for Tourism Australia to provide feedback or approval.
For any questions about this document, please contact:
SYDNEY OFFICE
Jenna Wakely [email protected] or Courtney Barry [email protected]
Aquatic and Coastal
Food and Wine
Stronger Retail Execution
Nature and Wildlife
Image slowly pans to the right Image transitions in Image transitions in The yellow bar slides up revealing the location
Image slowly pans to the right Image slowly pans to the right and stops The yellow bar slides up revealing the location
Image slowly pans to the right Image slowly pans to the right and stops The yellow bar slides up revealing the location
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 14
CONDENSED ULTRA BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_+?,.
BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_+?,.
We are using GT Walsheim as our campaign font family. It is preferred that our partners use this font also.
It can be purchased via their website.
Font & Typography
GT WALSHEIM CONDENSED ULTRA BOLD GT Walsheim Bold
Font Option 1
BARLOW SEMI CONDENSED BLACK
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_+?,.
BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_+?, .
If you do not wish to purchase the new font, please use one of two Google Web Fonts as free alternatives.
BARLOW SEMI CONDENSED BLACKLink
Montserrat BoldLink
Font Option 2
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 15
Subheads
HEADLINES
Typography Hierarchy
The example on the right shows the font hierarchy that should be followed within all communications.
BUTTON TEXT
GT Walsheim Condensed Ultra BoldTracking: 0
GT Walsheim BoldTracking: 0
GT Walsheim BoldTracking: 20
Subheads
HEADLINES
BUTTON TEXT
Barlow Semi Condensed Black Tracking: 0
Monserrat BoldTracking: 0
Monserrat BoldTracking: 20
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 16
Colors
C 0
M 40
Y 98
K 0
CTA COLOR OPTIONS
TA ORANGE
R 250
G 166
B 31
We have chosen two of Tourism Australia’s colors to hero in our work. Orange will be used to highlight information, used as an active hover for buttons and any other ‘call to action’.Black can be used as an alterative when needed due to legibility. Turquoise is also being used as a secondary colour across our work.
BOOK NOW
BOOK NOW
C 100
M 0
Y 31
K 7
TA TURQUOISE
R 0
G 160
B 175
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 17
Logo
Clear space
X
X
XX
X
X
X X
X
X
Our Australia logo rules
Clear spaceClear space is the minimum area surrounding the logo which must remain clear of any other visual elements or text.
The logo configurations use the cap height measurement to determine its clear space.
Where possible, create more clear space than the minimum requirements, but never less.
Horizontal Stacked
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 18
A total of 40 images are available for partners to use in their cobranded marketing work.
This includes an image for each of Australia’s 8 states & territories that features the iconic Dundee hat, linking back in with the overall campaign. In addition to this, 4 landscape images for each state & territory can also be used. When selecting imagery, please choose images that suit the format of your advertising and different sizes. Please also note that the image should match with the location of the travel package.
Imagery
QUEENSL AND
THEME FOOD AND WINE
TA IMAGE # 6317 10
LO CATION DIN ING, MORETON ISLAND, QLD
THEME AQUAT IC AND COASTAL
TA IMAGE # 645755
LO CATION THALA BEACH, PORT DOUGLAS, QLD
THEME NATURE AND WILDL IFE
TA IMAGE # 645710
LO CATION SEA TURTLE , GREAT BARRIER REEF, QLD
THEME CINEMAT IC HERO
TA IMAGE # 638502
LO CATION MOUNT ALEXANDRA LOOKOUT, DA INTREE NAT IONAL PARK, QLD
NEW SOUTH WALES
THEME DUNDEE HAT
TEQ IMAGE # 135345
LO CATION COOLANGATTA, QLD
THEME FOOD AND WINE
TA IMAGE # 631972
LO CATION HUNTER VALLEY, NSW
THEME AQUAT IC AND COASTAL
TA IMAGE # 632034
LO CATION THE PASS, BYRON BAY, NSW
THEME NATURE AND WILDL IFE
DNSW IMAGE # 150015
LO CATION KILLCARE BEACH, K I L LCARE, NSW
THEME CINEMAT IC HERO
TA IMAGE # 643868
LO CATION BLUE MOUNTA INS, NSW
THEME DUNDEE HAT
DNSW IMAGE # 147810
LO CATION SYDNEY HARBOUR, NSW
AUSTRALIAN CAPITAL TERRITORY
THEME FOOD AND WINE
V IS ITCANBERRA IMAGE # 108154
LO CATION MOUNT MAJURA V INEYARD, ACT
THEME AQUAT IC AND COASTAL
TA IMAGE # 646479
LO CATION CANBERRA, ACT
THEME NATURE AND WILDL IFE
V IS ITCANBERRA IMAGE # 108238
LO CATION KANGAROOS AT WESTON PARK, ACT
THEME CINEMAT IC HERO
V IS ITCANBERRA IMAGE # 107012
LO CATION ARBORETUM V ISTA, ACT
THEME DUNDEE HAT
V IS ITCANBERRA IMAGE # 107309
LO CATION THE NAT IONAL CARILLON, ACT
VICTORIA
THEME FOOD AND WINE
TA IMAGE # 638937
LO CATION DE BORTOL I YARRA VALLEY ESTATE, V IC
THEME AQUAT IC AND COASTAL
TA IMAGE # 645575
LO CATION PORTSEA, V IC
THEME NATURE AND WILDL IFE
TA IMAGE # 645297
LO CATION PHILL IP ISLAND NATURE PARK, PH ILL IP ISLAND, V IC
THEME CINEMAT IC HERO
TA IMAGE # 647263
LO CATION MELBOURNE, V IC
THEME DUNDEE HAT
TA IMAGE # 635465
LO CATION TWELVE APOSTLES, GREAT OCEAN ROAD, V IC
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 19
Imagery
TASMANIA
THEME FOOD AND WINE
TA IMAGE # 633400
LO CATION CRADLE MOUNTA IN, LAKE ST CLA IR NAT IONAL PARK, TAS
THEME AQUAT IC AND COASTAL
TOURISM TASMANIA IMAGE # 129786
LO CATION SUNRISE AT WINGLASS BAY, TAS
THEME NATURE AND WILDL IFE
TOURISM TASMANIA IMAGE # 1 1 7491
LO CATION TASMANIAN DEV IL , TASMANIAN DEV IL SANCTUARY, TAS
THEME CINEMAT IC HERO
TA IMAGE # 635164
LO CATION MOUNT WELL INGTON, HOBART, TAS
SOUTH AUSTRALIA
THEME DUNDEE HAT
TA IMAGE # 634977
LO CATION THE HAZ ARDS, COLES BAY, TAS
THEME FOOD AND WINE
TA IMAGE # 638971
LO CATION CHAPEL H I LL WINERY, SA
THEME AQUAT IC AND COASTAL
TA IMAGE # 634377
LO CATION LOOKOUT, LOCKS WELL BEACH, SA
THEME NATURE AND WILDL IFE
TA IMAGE # 639603
LO CATION KOALA, KANGAROO ISLAND, SA
THEME CINEMAT IC HERO
TA IMAGE # 646324
LO CATION REMARKABLE ROCKS, KANGAROO ISLAND, SA
THEME DUNDEE HAT
TA IMAGE # 637856
LO CATION WINERY, KANGAROO ISLAND, SA
WESTERN AUSTRALIA
THEME FOOD AND WINE
TA IMAGE # 637773
LO CATION SAL SAL IS, N INGALOO REEF, WA
THEME AQUAT IC AND COASTAL
TA IMAGE # 645484
LO CATION WALK INTO LUXURY, CAPE TO CAPE TRACK, MARGARET R IVER, WA
THEME NATURE AND WILDL IFE
TA IMAGE # 645494
LO CATION LUCKY BAY, CAPE LE GRAND NAT IONAL PARK, WA
THEME CINEMAT IC HERO
TA IMAGE # 635625
LO CATION THE K IMBERLEY, BROOME, WA
THEME DUNDEE HAT
TA IMAGE # 645477
LO CATION WALK INTO LUXURY, CAPE TO CAPE TRACK, MARGARET R IVER, WA
NORTHERN TERRITORY
THEME FOOD AND WINE
TA IMAGE # 645581
LO CATION LONGITUDE 13 1 , YULARA, NT
THEME AQUAT IC AND COASTAL
TA IMAGE # 634154
LO CATION GUNLOM, KAKADU NAT IONAL PARK, NT
THEME NATURE AND WILDL IFE
TOURISM NT IMAGE # 122393
LO CATION KATHERINE GORGE SUNSET CRUISE, NT
THEME CINEMAT IC HERO
TA IMAGE # 635147
LO CATION ULURU, NT
THEME DUNDEE HAT
TOURISM NT IMAGE # 12 1 136
LO CATION BAWAKA CULTURAL EXPER IENCES, BAWAKA, NT
Images can be found on the Tourism Australia Image Gallery and State Image Galleries as per image number listed.
Tourism Australia Image Gallery images.australia.com
Destination New South Wales Image Gallery images.destinationnsw.com.au
South Australia Media Gallery media.southaustralia.com
Tourism and Events Queensland’s Visual Gallery visuals.queensland.com
Tourism NT Image Gallery imagegallery.tourismnt.com.au
Tourism Tasmania Visual Library visuals.tourismtasmania.com.au
Tourism Western Australia Image Library imagegallery.tourism.wa.gov.au
VisitCanberra Image Library images.visitcanberra.com.au
Visit Victoria Content Hub contenthub.visitvictoria.com
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 20
Facebook link ads should include photography and an offer. Text cannot be more than 20% of the image.
Social Executions Social Posts
Desktop
Mobile
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 21
Header imagery and headline treatment should align with all other digital communication.
State and Territory assets are available.
Social Executions Newsletter EDM Headers
ACT NSW
SA TAS
NT QLD
WA VIC
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 22
Our Super bowl TVC and Why Australia digital content series will be available to download. These assets can be included/promoted via partner websites but must be usedin their entirety and can not be co-branded, edited or changed in any way.
These assets can be shared by our partners from the Tourism Australia social accounts but cannot be posted from our partners social accounts directly.
All creative must be approved by Tourism Australia. Please ensure that your production timings allow 48 hours for Tourism Australia to provide feedback or approval.
For any questions about this document, please contact:
SYDNEY OFFICE
Jenna Wakely [email protected] or Courtney Barry [email protected]
Video Assets Hero Creative
Hero Creative
Super Bowl 60” Launch Film
Super Bowl 90” Launch Film
Please find below the embed codes and instructions on how to embed the videos onto a third party website.
In the HTML code on the page you wish to display the video, place the following line of code in between the <body></body> tags. Please do not alter the code.
60 second Dundee Commercial<!-- Tourism Australia Dundee Super Bowl Ad 2018 w/ Chris Hemsworth and Danny McBride --><iframe width=”560” height=”315” src=”https://www.youtube.com/embed/XltvwqBZIPc” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe>
90 second Dundee Commercial<!-- Tourism Australia Dundee Super Bowl Ad 2018 w/ Chris Hemsworth and Danny McBride (Extended) --><iframe width=”560” height=”315” src=”https://www.youtube.com/embed/NNJKWVmK-GM” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe>
You can view all of the Why Australia videos here (note you will not be able to download from this link): View Files
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 23
Our Super bowl TVC and Why Australia digital content series will be available to download. These assets can be included/promoted via partner websites but must be usedin their entirety and can not be co-branded, edited or changed in any way.
These assets can be shared by our partners from the Tourism Australia social accounts but cannot be posted from our partners social accounts directly.
All creative must be approved by Tourism Australia. Please ensure that your production timings allow 48 hours for Tourism Australia to provide feedback or approval.
For any questions about this document, please contact:
US OFFICE
Adam Lubicz [email protected] or Glen Davis [email protected]
SYDNEY OFFICE
Jenna Wakely [email protected] or Courtney Barry [email protected]
Why Australia 15 sec Teaser Video Embed Codes
Why Australia Series Trailer (15 seconds)
Aquatic and Coastal with Chris Hemsworth teaser (15 seconds)
Food and Wine with Curtis Stone teaser (15 seconds)
Nature and Wildlife with Matt Wright teaser (15 seconds)
Video Assets Hero Creative
Why Australia Series Trailer (15 seconds)<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/zItR7yuKJlM” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Aquatic and Coastal with Chris Hemsworth teaser (15 seconds)<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/zE1sd6-R1vA” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Food and Wine with Curtis Stone teaser (15 seconds)<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/pm3ugoAVRo0” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Nature and Wildlife with Matt Wright teaser (15 seconds)<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/nM5WAbxddBA” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe>
You can view all of the Why Australia videos here (note you will not be able to download from this link): View Files
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 24
Our Super bowl TVC and Why Australia digital content series will be available to download. These assets can be included/promoted via partner websites but must be usedin their entirety and can not be co-branded, edited or changed in any way.
These assets can be shared by our partners from the Tourism Australia social accounts but cannot be posted from our partners social accounts directly.
All creative must be approved by Tourism Australia. Please ensure that your production timings allow 48 hours for Tourism Australia to provide feedback or approval.
For any questions about this document, please contact:
US OFFICE
Adam Lubicz [email protected] or Glen Davis [email protected]
SYDNEY OFFICE
Jenna Wakely [email protected] or Courtney Barry [email protected]
Why Australia Full Video Embed Codes – six episodes (continued over)
Episode 1 Beaches and Coasts with Chris Hemsworth
Episode 2 Arts and Culture with Jessica Mauboy
Episode 3 Sports and Events with Chris Hemsworth
Video Assets Hero Creative
Episode 1 Beaches and Coasts with Chris Hemsworth<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/Ol5JvKfqPDI” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Episode 2 Arts and Culture with Jessica Mauboy<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/e2UzmtDq5jI” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Episode 3 Sports and Events with Chris Hemsworth<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/0QoOtXveiBY” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe>
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 25
Why Australia Full Video Embed Codes
Episode 4 Food and Wine with Curtis Stone
Episode 5 Nature and Wildlife with Matt Wright
Episode 6 The Quokka (30 seconds)
Video Assets Hero Creative
Episode 4 Food and Wine with Curtis Stone<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/-fxe0oh3U58” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Episode 5 Nature and Wildlife with Matt Wright<iframe width=”560” height=”315” src=”https://www.youtube.com/embed/ZWvW_mIljz0” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe> Episode 6 The Quokka (30 seconds) <iframe width=”560” height=”315” src=”https://www.youtube.com/embed/Eg16h81vx4s” frameborder=”0” allow=”autoplay; encrypted-media” allowfullscreen></iframe>
You can view all of the Why Australia videos here (note you will not be able to download from this link): View Files
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 26
FAQ
Q When can I start using the assets?
A Partner campaigns can commence on February 5th 2018
Q When will I have to stop using these assets?
A The Dundee hat image can be used in perpetuity.
Q Do I need to use the ‘Hat’ assets?
A No it is not mandatory to use the ‘hat’ assets. We have a large selection of destination imagery which has been included in this toolkit also for partner use.
Q Can I select different imagery?
A A selection of 5 images per state have been selected which align to the campaign however we have also provided the details of STO image galleries if you with to use other images. Please ensure you are in accordance with license regulations.
Q Can the term ‘Dundee’ be referenced in partner campaigns?
A The term ‘Dundee’ cannot be referenced by partners in paid media as a condition of the IP agreement between Tourism Australia and Rimfire productions, production company of original movie.
Q Can partners use any creative with our talent in it?
A It’s worth noting that partners can’t use any creative with our talent in it (other than embedding the videos via YouTube link)
Q When is the best time to share or post the assets on social media?
A You can share, like, retweet the Tourism Australia assets from 10PM EST Feb 4 after the launch of the campaign TVC.
You can commence your own social media campaign on Feb 5.
We encourage our partners to share content from the Tourism Australia social platforms:
www.twitter.com/Australia
www.twitter.com/TourismAus
www.instagram.com/Australia
www.facebook.com/SeeAustralia
Due to talent restrictions videos cannot be posted from partners own social media page.
Q When will video content be available?
A You will be able to share the TVC from Tourism Australia platforms from 10PM 4 Feb and the ‘Why Australia’ content series from late-February.
Q Are there restrictions on using the video content?
A Yes, there are usage restrictions around the video content for the campaign pertaining to the talent.
Partners can: • share these assets from the Tourism Australia facebook
page but cannot post the content from their own social media accounts
• embed the YouTube links provided on page 22 on their websites. NB that the edits need to be featured in their entirety and cannot be edited or cobranded in any way.
• The Cameo teaser asset with celebrities has not been provided to partners as this has very restrictive usage rights given the talent involved.
Q Are partners able to have access to exclusive imagery for their campaigns?
A There’s currently no exclusivity available for either the hat images provided, or the general tourism shots. We are happy for partners to extend the campaign and create new assets based on these images or their own Australian images - provided they are co-branded with the TA logo and we can review and approve these as they come through.
Q Are there restrictions on using other airlines on my campaign page?
A Qantas Airways is the exclusive airline partner for the first 3 months of the campaign ie. February through to 30 April. During this time, Qantas is the only airline partner that can be referenced in campaign creative, however other airlines can be featured on your own website landing pages if promoting air+land offers.
Q When will the offers on australia.com be taken down?
A Partner offers will remain on the australia.com marketplace within the booking validity period of the package.
Q Can I send this toolkit to my media or creative agency?
A You must seek approval from Tourism Australia before you do this. Please note that the information contained in the toolkit remains strictly confidential until 10PM EST Feb 4.
Q When will the offers on Australia.com be taken down?
A Partner offers remaining on Australia.com are specific to your market as advised by the Tourism Australia team.
Q What are the restrictions on using the term ‘Super Bowl’ in any of our creative executions?
A Using the term ‘Super Bowl’ is not permitted to be used due to licensing agreements. It is best to find an alternative for example ‘the Big Game’ instead.
Q Who will approve our creative?
A Please email the Tourism Australia team for approval with at least 48hrs notice:
Courtney Barry (Sydney)
Global Manager, [email protected]
Jenna Wakely (Sydney)
Global Manager, [email protected]
Presently, all toolkit items are available in English only. Please speak to your contacts at Tourism Australia should you require translated assets. For your knowledge, we don’t have any plans to translate Dundee items centrally at the moment, so would recommend the markets do this on an ‘as needed’ basis if KDPs request it – and ensure everyone allows time to run any back translations and artwork by us.
TOURISM AUSTRALIA | DROGA5 | CAMPAIGN GUIDELINES | JANUARY 2018 27
Thank you.