Daemon Digital, the division of digital communications expertise at Daemon Group, has received two Silver W³ awards for creative excellence for its youth market social media campaign for Tourism New South Wales (Tourism NSW). The campaign won Silver in both the Tourism and Social Media/Networking categories.
The campaign sought to position the New South Wales capital to the 18-30 age group as the ultimate destination to spend a week or longer, so the Daemon Digital team advocated a multi-tier strategy employing social media channels most popular with the demographic, including creating tailored Facebook, Twitter, Flickr, Youtube platforms and a blog entitled ‘The Best City In The World’. To seed valuable content to these platforms, one Irish girl and one British guy were flown out to Sydney and filmed visiting iconic sites and attractions over the course of seven days, whilst they broadcast their reactions and experiences via various mediums.
The W³ judges were impressed by the team’s strategy to leverage Facebook’s features, as well as the wall graphics and background creative on the other platforms. The team created a specific FBML landing page showcasing both the two chosen visitors to Sydney and some of the city’s more iconic landmarks, from which users clicked through to campaign videos, photos, the ‘7 Days in Sydney’ Twitter account and blog, as well as alliance partner travel deals.
The huge amount of generated content during the pair’s “7 Days in Sydney” has since been used on an ongoing basis by online persona Sydney_sider to seed to key social networking sites, blogs and forums used by the target demographic.
Mandi Bateson, Digital Planning Director, says, “It’s fantastic to see our campaign for Tourism NSW earning plaudits by W³, as it gives us stand out amongst our industry peers and rewards the team for all our efforts in executing the campaign. Showcasing the attractions of New South Wales during ‘7 Days in Sydney’ was really enjoyable, and the results exceeded our expectations.”
The annual W3 Awards celebrate creative excellence on the web and are judged by the International Academy of the Visual Arts, an invitation-only body consisting of top-tier professionals from acclaimed media, advertising, and marketing firms.
About the ‘7 Days in Sydney’ campaign:
The campaign achievements include doubling the number of fans of the Sydney Australia dedicated Facebook page to almost 6,000, and achieving 10,559 page views of the “7 Days in Sydney” blog between June and September 2009. One particular trend highlighting the Sydney sunset started by @sydney_sider had a ripple effect and gained enormous momentum, reaching a total of 66,795 people via 191 tweets. Access the campaign activity on the UK tab of www.facebook.com/seesydney and the continued success of the blog at www.bestcityintheworld.wordpress.com.
ENDS
About Daemon Group: Daemon Group is an independent integrated communications agency specialising in brand, business to employee communications, marketing, PR, research and digital communications. Daemon Group is one of the fastest growing agencies in Australia and featured in the BRW Fast 100 for two years running. Founded in Australia at the end of 2002, the business has wholly owned offices in Sydney, Canberra and Prague. Daemon Group provides services to organisations ranging from SMEs to ASX listed corporates. It enables total integration of communication techniques to reduce client costs and increase a client’s return on investment. By providing a wider range of marketing and communications services, Daemon Group has built successful relationships with organisations that have previously relied on large advertising agencies and specialist media agencies. This centralises resources, planning, delivery and management under one brand and provides a more responsive, targeted and ultimately successful approach to solving an organisation’s communication issues. DAEMON GROUP 83 Alexander Street Crows Nest NSW 2065 Australia Phone +61 (0)2 9966 2200 Contact: Louisa Percy Email: louisa.percy@daemon2ic.com |