Cases
Tourism Australia: Advocacy at its best
THE CHALLENGE
FIFA Women’s World Cup 2023™: To many it was just another sporting highlight, but for us it was a unique opportunity to promote Australia as an attractive destination for German tourists. While the media focus was mainly on the event itself, we wanted to use social media collaboration to create and present authentic images.
THE IDEA
Right from the very beginning, our goal was clearly defined: the chosen influencer had to be a perfect match for both the FIFA Women’s World Cup and the destination in order to reach the desired target groups. Because of her love of sport and travel, her authentic appearance and her closeness to her followers, we chose German TV presenter and sports reporter Laura Wontorra. Laura was invited to travel to Australia and create a unique, multi-faceted tour. Throughout the trip, she shared the different cities, regions and distinct Australian lifestyle with her 450,000+ Instagram followers through engaging feed posts, reels and stories.
THE REALISATION
After arriving in Down Under, Laura not only cheered on the German national team in their qualifying matches, but also immersed herself in the vibrant cities of Melbourne, Sydney and Brisbane. During her trips to Phillip Island, Stradbroke Island and the Whitsundays, she also explored the surrounding regions away from the big metropolises. Towards the end of her trip, she ticked an item off her personal bucket list by visiting the sacred Uluru in the Red Centre. Laura shared her wonderful and unique experiences during her stay in Australia.
The results of Laura’s trip were extremely positive and had a huge impact. On Instagram, Laura shared a total of 28 posts and 82 stories tagging Tourism Australia or relevant stakeholders. Together the posts reached 4 million users and generated 49.6 million impressions. Due to her national fame, several major German media publications covered her stay and social media posts, including Bild, Germany’s most widespread newspaper. On 25th August, Laura also appeared on the NDR talk show, where she spoke extensively about her Australian experience. In addition to the social media result, the trip resulted in a total of 24 media reports.
