Tourism Australia’s Playground
DIGITAL & SOCIAL
BROADCAST BEYOND LIVE STREAM, CATCH-UP & SHOW PAGE SPONSORSHIP IN PROGRAM ALIGNMENT
BILLBOARDS SOCIAL LIVE STREAM
UP NEXT SPOT TALENT ALIGNMENT SOCIAL POSTS
NETWORK BRANDED PROMOS PUBLICITY/ MARKETING DIGITAL ACTIVATIONS TVC ASSETS
RADIO
Program Highlights Ratings Success #1 show trending on Twitter that night The Love Australia Project reached 1.2 million people nationally (693,011 people 25+)
456,213 20% uplift 5,000 45,231 viewers nationally in 10’s timeslot audience video views on 10 Play people reached during 10’s (409,979 25+) from the week prior with 3,600 visitors Facebook live stream
Tourism Australia’s Playground
BROADCAST
IN PROGRAM ALIGNMENT
BILLBOARDS
UP NEXT SPOT
NETWORK BRANDED PROMOS
TVC Broadcast Overview
Tourism Australia’s sponsorship of The Love Australia Project was supported with:
▪ 3 x 30sec Network Promos – The Project ▪ 5 x 30sec Network Promos – MasterChef Australia ▪ 20sec Network Promos – ROS Support (Peak & Off-Peak)
▪ 1 x 15sec Network ‘Up Next’ Spot – The Project 2 x 10” Billboards The Love Australia Project ▪ TA – 1 x 60sec TVC ▪ DNSW – 2 x 30sec + 3 x 15sec TVCs ▪ TAS – 2 x 60sec TVCs ▪ TEQ – 1 x 60sec TVC ▪ SA – 3 x 15sec TVCs (Syd, Mel, Bris, Per) ▪ ACT – 1 x 30sec TVC (Syd & Mel)
▪ 2 x 10sec Network Brand Billboards
1 x 60” Brand TVC with PIB The Love Australia Project Pre-Promote – Logo Association
Tourism Australia’s logo was displayed on The Love Australia Project Pre-Promote Promos (30sec & 20sec). The 30sec promo ran nationally within MasterChef and The Project leading up to this one off special. $372,397 ADDED VALUE
20sec Promo Spot 30sec Promo Spot with Branded End Tag ROS Network Promo Support MasterChef Australia & The Project
The 20sec promo ran across both peak and off peak airtime, ROS as Network Support. Up Next PREMIUM ASSET Tourism Australia expanded their sponsorship beyond ‘The Love Australia’ program special to own the ‘Up Next’ spot scheduled within The Project.
This spot showcased a unique blend of Tourism Australia campaign assets and 10’s ‘Up Next’ asset.
Tourism Australia owned 1 x bespoke ‘Up Next’ spot which aired at the end of The Project to seamlessly point viewers to ‘The Love Australia Project’ up next.
1 x 15” Line Up Spot The Project STO Activity
2 x 30” & 3 x 15” TVCs 1 x 60” TVC 3 x 15” TVCs (Syd, Mel, Bri & Per) Destination NSW Tourism and Events Queensland South Australian Tourism Commission
2 x 60” TVCs 1 x 30” TVC (Syd & Mel) Tourism Tasmania Visit Canberra Broadcast Delivery
TARP delivery per market:
100 92.1 90 80 70.8 67.1 69.2 70 62.6 62.662.4 60.4 58.7 60.1 60 107% 50 40 30 111% 20 100% 10 115% 0 130% Syd Mel Bris Ade Per Guaranteed Delivered
Tourism Australia’s Playground
DIGITAL & SOCIAL
BROADCAST LIVE STREAM, CATCH-UP & SHOW PAGE SPONSORSHIP IN PROGRAM ALIGNMENT
BILLBOARDS SOCIAL LIVE STREAM
UP NEXT SPOT
SOCIAL POSTS
NETWORK BRANDED PROMOS
DIGITAL TVC ASSETS Digital & Social Overview
Tourism Australia’s sponsorship of The Love Australia Project was supported online with :
▪ 10 Play Homepage Takeover – 100% SOV Display Media ▪ 10 Play Run of Site – Display Media ▪ 10 Play Run of Site – Video 30sec ▪ 1 x Network 10 Facebook Post – Exclusive 1 Hour Special Livestream 7:30pm – 8:30pm 10 Play Homepage Takeover
10 Play ROS Facebook Video 30sec Livestream
10 Play ROS Display Media Live Streaming NETWORK FIRST
The main pillar for social during broadcast was of course the Live stream to Channel 10 Facebook's page (as well as Studio 10 and 10 Daily).
To avoid broadcast ads playing on Facebook, we created animated holding frames showcasing scenic Australian footage, these frames also offered a new interactive Aussie travel themed poll question for each break. The goal was to maintain viewers over ad breaks and to incite engagement on the video with strong call-to-action questions like 'Melbourne' or 'Sydney'.
Poll votes received: 118 Percentage of viewers engaging in polls: 35% FB Live Video Performance Reach: 45,231 Engagement: 804 Views (3 seconds or more): 14,231 Minutes viewed: 8,375 Peak live viewers: 130
Facebook Live Stream Facebook Ad-Break Polling #LoveAustralia – Trended #1
#LoveAustralia trended at #1 nationally and in the top #10 in all capital cities.
Network 10’s tweets during TX received 123,068 impressions and 5,334 engagements.
Top Performing Tweet
Viewer Sentiment Digital Delivery
10 Play 10 Play ROS 10 Play ROS Homepage Takeover Video 30sec Display Media
Impressions: 274,679 Impressions: 350,127 Impressions: 400,011 Clicks: 517 Completion Rate: 96.66% Clicks: 350 CTR: 0.19% Clicks: 947 CTR: 0.09% 10 Benchmark CTR: 0.20% CTR: 0.27% 10 Benchmark CTR: 0.04% 10 Benchmark CTR: 0.20% 10 Benchmark Comp: 94.88%
Tourism Australia’s Playground
DIGITAL & SOCIAL
BROADCAST BEYOND LIVE STREAM, CATCH-UP & SHOW PAGE SPONSORSHIP IN PROGRAM ALIGNMENT
BILLBOARDS SOCIAL LIVE STREAM
UP NEXT SPOT TALENT ALIGNMENT SOCIAL POSTS
NETWORK BRANDED PROMOS PUBLICITY/ MARKETING DIGITAL ACTIVATIONS TVC ASSETS
RADIO Publicity Extension & Support $681,622 ADDED VALUE
BROADCAST ▪ 2 x Pre-Promotes in show on The Project (14th May) ▪ Studio 10 interviewed the Minister for Tourism Simon Birmingham on Thursday and interviewed MasterChef judge Jock Zonfrillo on Friday 15th May promoting the Special. ▪ 10 News First interview with Pip Harrison - Tourism Australia’s Marketing Director and ran a campaign story on the Friday. Social Wrap $99,292 ADDED VALUE Love Australia content was showcased across all Network 10 social channels (Facebook, Instagram & Twitter) ▪ 251,099 people reached ▪ 8,932 individual engagements with posts ▪ 24,344 video views ▪ 10,274 video minutes viewed
In the lead up to the broadcast, Channel 10 rolled out the following content across all social channels, crediting Tourism Australia in a Paid Partnership. ▪ "Announce" TX promo ▪ "Tomorrow" badged promo image ▪ "Tonight" badged sneak peek video with episodic footage ▪ Studio 10 Minister for Tourism segment video pushing to TX ▪ 10 Daily article on Lisa Wilkinson’s holiday spots pushing to TX ▪ 8 x Instagram stories pushing to TX ▪ C10 talent holiday snaps gallery (exclusive to Insta) pushing to TX
This content collectively reached 82.8k individuals, with 2.7k engagements and 10.1k video views. Extending the reach across social with 10 talent $64,792 ADDED VALUE
Tourism Australia received support from Network 10 talent on Instagram.
All pictures shared featured our celebs favourite Aussie holiday destinations with a tune in message to promote the broadcast and the #LoveAustralia tag.
926,000 COMBINED FOLLOWERS Publicity Extension & Support $150,112 ADDED VALUE
RADIO ▪ Lisa Wilkinson and Tommy Little both fulfilled a radio schedule on Friday morning. ▪ Nova Sydney also did a plug for the program special.
DIGITAL ▪ 10 Daily published a travel story written by Lisa, that ran on Friday 15th May, pointing to the show. ▪ Lisa Wilkinson spoke to News.com.au and Now To Love online sites who both went live on Friday 15th May. ▪ Kidspot and Popsugar ran a story on the Friday 15th May and plugged the program special.
Value Analysis
CHANNEL INVESTMENT VALUE
BROADCAST $496,560 $1,623,549
DIGITAL $27,200 $71,382
PRODUCTION $329,000 $329,000
PUBLICITY ADDED VALUE $932,526
$1,588,433 GRAND TOTAL $852,760 $2,956,457 TOTAL ADDED VALUE ROI 247% Value Analysis
BROADCAST
ASSET ENTITLEMENT DELIVERED INVESTMENT VALUE
TA: 1 x 60” Network Syd 1 x 60” // Mel 1 x 60” // Bri 1 x 60” // Ade 1 x 60” // Per 1 x 60” $38,750 $67,600
TAS: 2 x 60” Network Syd 2 x 60” // Mel 2 x 60” // Bri 2 x 60” // Ade 2 x 60” // Per 2 x 60” $77,500 $135,200
TEQ: 1 x 60” Network Syd 1 x 60” // Mel 1 x 60” // Bri 1 x 60” // Ade 1 x 60” // Per 1 x 60” $38,750 $67,600 TVCs DNSW: 2 x 30” + 3 x 15’’ Network Syd 2 x 30” + 3 x 15'' // Mel 2 x 30” + 3 x 15'' // Bri 2 x 30” + 3 x 15'' // Ade 2 x 30” + 3 x 15'' // Per 2 x 30” + 3 x 15'' $73,625 $128,440
ACT: 1 x 30” Syd & Mel Syd 1 x 30” // Mel 1 x 30” $12,361 $21,565
SA: 3 x 15” Syd, Mel, Bri & Per Syd 3 x 15” // Mel 3 x 15” // Bri 3 x 15” // Per 3 x 15” $32,574 $56,826
Billboards 2 x 10’’ Network Brand Billboards 2 x 10’’ Network Brand Billboards ADDED VALUE $40,560
3 x 30’’ Network Promos – The Project 3 x 30’’ Network Promos – The Project $48,000 $108,651
Pre-Promote 5 x 30’’ Network Promos – MasterChef Australia 5 x 30’’ Network Promos – MasterChef Australia $165,000 $375,000 Promos
20’’ Network Promos – ROS Support Syd 101 x 20” // Mel 101 x 20” // Bri 101 x 20” // Ade 102 x 20” // Per 102 x 20” (Peak & Off-Peak) ADDED VALUE $372,397
Up Next Spot 1 x 15’’ Up Next Spot within The Project 1 x 15’’ Up Next Spots within The Project $10,000 $19,260
PIB 100% PIB 100% PIB ADDED VALUE $230,450
BROADCAST TOTAL $496,560 $1,623,549 Value Analysis
DIGITAL
ASSET ENTITLEMENT DELIVERED INVESTMENT VALUE
Homepage Takeover – 100% SOV Display Media Homepage Takeover – 100% SOV Display Media $4,500 $6,867
The Love Australia Project Site Sponsorship The Love Australia Project Site Sponsorship ADDED VALUE $5,000 10 Play Display Media - Run of Site Display Media - Run of Site $4,000 $10,000
30” Video - Run of Site 30” Video - Run of Site $14,700 $42,015
1 x Network 10 Facebook Post 1 x Network 10 Facebook Post Social ADDED VALUE $7,500 Exclusive 1 Hour Special Livestream Exclusive 1 Hour Special Livestream
DIGITAL TOTAL $27,200 $71,382 Value Analysis
PRODUCTION
ASSET INVESTMENT VALUE
Program $300,000 $300,000
Pre-Promote Promos $15,000 $15,000
Up Next Spot $10,000 $10,000
Bespoke Display Media - Design & Build $2,500 $2,500
Facebook Post and Livestream $1,500 $1,500
PRODUCTION TOTAL $329,000 $329,000 Value Analysis
PUBLICITY
ASSET ENTITLEMENT INVESTMENT VALUE
1 x Studio 10 interview with Minister for Tourism Simon Birmingham – Thursday 14th May ADDED VALUE $32,000
2 x Pre-Promotes in show on The Project – Thursday 14th May ADDED VALUE $217,302
Broadcast 1 x Studio 10 interview with MasterChef judge Jock Zonfrillo - Friday 15th May ADDED VALUE $32,000
1 x 10 News First interview with Tourism Australia’s Marketing Director - Friday 15th May ADDED VALUE $200,160
1 x 10 News First campaign editorial - Friday 15th May ADDED VALUE $200,160
Radio schedule fulfilled by Lisa Wilkinson and Tommy Little, promoting the program - Friday 15th May Radio 1 x Pre-Promote by Nova Sydney
1 x 10 Daily editorial written by Lisa Wilkinson, promoting the program - Friday 15th May
1 x News.com.au editorial interviewing Lisa Wilkinson, promoting the program - Friday 15th May ADDED VALUE $150,112
Digital 1 x Now To Love editorial interviewing Lisa Wilkinson, promoting the program - Friday 15th May
1 x Kidspot editorial, promoting the program - Friday 15th May
1 x Popsugar editorial, promoting the program - Friday 15th May Value Analysis
PUBLICITY
ASSET ENTITLEMENT INVESTMENT VALUE
‘Announce’ TX promo – Channel 10 social channels
‘Tomorrow’ badged promo image – Channel 10 social channels
‘Tonight’ badged sneak peek video with episodic footage – Channel 10 social channels ADDED VALUE $34,500 8 x Instagram stories pushing to TX – Channel 10 social channels Social Studio 10 Minister for Tourism segment video pushing to TX – Studio 10 social channels
10 Daily editorial written by Lisa Wilkinson pushing to TX – 10 Daily social channels
Channel 10 talent #loveaustralia holiday snaps gallery (exclusive to Insta) pushing to TX – 11 x network talent - 926,000 combined followers ADDED VALUE $64,792 Lisa Wilkinson, Natarsha Belling, Angela Bishop, Melissa Leong, TIm Bailey, Rebecca Morse, Kate Peck, Barry Du Bois, Miguel Maestre, Peter Helliar, Rachel Corbett
Facebook Ad-Break Polling with Animated Holding Frames ADDED VALUE $1,500
PUBLICITY TOTAL ADDED VALUE $932,526 Thank You!