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A Road Trip Campaign for Northern Territory Australia

Social media, Digital strategy

Business Objectives

Uluru is placed in a vast and remote land with limited facilities. Therefore, we decided to target independent and experienced travelers who tend to be more confident and less intimidated by such an area. We encouraged users to submit their favourite experience while traveling with a friend, providing the winner with 2 free round-trip tickets from Shanghai, Beijing, or Guangzhou to Uluru. Those who submitted would tag their friend using our hashtag #探秘世界中心# (#ExploreTheCenterOfTheWorld#).

Our Approach

Positioning Uluru as a ‘world center’ was critical as Chinese travelers typically look toward places they have already heard of like New York City, London, or Bangkok as opposed to a remote location in Northern Australia. We got permission from participants to revamp actual photos of themselves traveling in the Northern Territory and used these photos to enhance our campaign. Original participants would then repost the newly endorsed photos of themselves, creating additional user-generated content – the final key component to the success of this campaign.


20K+ new followers
58K Engagements
612K Hashtag reads

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