Jason Down Under wins award for Tourism Australia Malaysia campaign
Last year, Tourism Australia Malaysia partnered with Malaysia Airlines produced a travelogue TV series titled ‘Jason Down Under’. It is one of my favourite travelogue TV series as it showcase some of the most beautiful places in Australia.
On 17th October 2014, Tourism Australia won the Bronze award for ‘Excellence in Content Marketing’ at the Marketing Excellence Awards 2014 for Jason Down Under.
The series followed the journey of popular Asian personality Jason Godfrey as he travelled through Australia, and featured a variety of city, food and wine and nature experiences alongside world class events and an exploration of regional attractions.
In addition to being broadcast on Asia’s first HD lifestyle channel LiTV, destination content was also featured in a series of articles written by Jason and published in Malaysia’s leading English daily newspaper The Star, as well as social media posts.
The series has also been broadcast in Singapore, Indonesia, Philippines, Hong Kong and will be shown on board Malaysia Airlines’ in-flight entertainment.
Tourism Australia partnered with Malaysia Airlines on the campaign, with the airline reporting a 24.5 per cent increase in bookings to Australia during the campaign period.
The ‘Jason Down Under’ series attracted more than 126,000 viewers per episode and reached 83 per cent of the target audience.
The campaign was supported by Destination New South Wales, Tourism Victoria, Tourism & Events Queensland, Tourism Tasmania, Tourism Western Australia and South Australian Tourism Commission.
Congratulations to Tourism Australia Malaysia, Elaine and Shamila for the successful campaign and the award too!