Tourism Australia Find Barry's Key & win a trip to Australia

 ‘Find Barry’s Key’ is our latest campaign for Tourism Australia - intended to grow the number of 18-30 year olds from the UK and Ireland arriving in Australia for holidays and working holidays. It took the form of an online competition housed on Australia.com that then links back to Tourism Australia’s Facebook group.

This competition is based on a ‘treasure hunt’ mechanic; over the course of 5 weeks, players will solve clues to bring them closer to the grand prize of return flights to Australia for 4 people, 3 night’s accommodation on arrival and campervan hire for up to three weeks. Through both clues and their answers, players will be presented with information on Australian destinations and experiences – this educating and inspiring content will reinforce the motivation to visit Down Under, and the opportunities available to them when they get there.

Participants will work their way through clues to reveal a fictional backpacker’s (Barry’s) journey through Australia.  From voicemails contained on Barry’s mobile phone, to receipts found in the van, his experiences will be depicted in a variety of ways. Once Barry’s journey is revealed on a map, elements from the clues will be pieced together to help players find Barry’s lost campervan keys.

Based on the propositio ‘There’s Nothing Like Australia for inspiring young experience seekers to express themselves’, the competition aims to educate the target audience through a combination of entertaining, useful and innovative destination content; increasing the awareness and desire of Australia as a travel destination.

www.findbarryskey.australia.com

8 June 2011