When making plans to enjoy a leisure stay in Australia, for the majority of Europeans, their first thought is to consider flying to Sydney, often with one of the signature carriers - Qantas or British Airways.
When presented with the breadth of attractions and activities offered by Australia’s second city, Melbourne, the target market of 40 plus ‘Experience Seekers’ view the city as a viable, and often preferable choice to Sydney. The question then is - who best to fly with?
By teasing the audience with unbranded on-line ads, the ‘Surprise Me’ campaign showed Melbourne as a culturally rich city, surrounded by outstanding natural beauty that is attractive to experienced travellers looking for something unique. The campaign engaged our audience with a dramatic example of the sort of thing they can do in Melbourne, for example play golf with kangaroos for company. Except in our viral film, the kangaroos join in. The website also carried rich media content on the wide range of attractions in Melbourne together with reasons to choose awardwinning Qatar Airways - the informed choice.
The campaign launched for a month on 1st September 2011 in the UK, Sweden, Switzerland, Germany and France, with a second burst of activity planned for January 2012 to also include Italy. Initial results show the campaign has significantly outperformed expected response rates based on industry averages.