Tourism WA interactive campaign leads the way

22/6/06
Tourism Western Australia has become the first Western Australian advertiser and first State tourism organisation to use Foxtel interactive technology.
Tourism Minister Sheila McHale said the $850,000 interstate 'Real Thing' campaign, run over four-weeks from late May, allowed television advertisements to become interactive - technology known as 'iAD'.
Ms McHale said the iADs allowed Foxtel viewers to press a red button on their television remote controls to get more information about WA, similar to clicking on a website homepage.
"Through the iADs, consumers can enter a competition to win trips to WA and opt to receive information about Virgin Blue flights to our State," the Minister said.
"The iADs have been running for just over three weeks and have already received an amazing 9,000 responses.
"On the first day of the campaign, Foxtel reported the Tourism WA iAD had received the highest number of responses of any of its interactive ad campaigns run to date.
"Of the respondents, 58 per cent - more than 5,200 people - opted to receive Tourism WA's eNewsletter and Virgin Blue received about 3,800 requests for information."
Ms McHale said any of the 850,000 Australian households which subscribed to Foxtel digital could access the iADs.
"This opens up significant possibilities for us to reach, engage and convert people to come to WA," she said.
"Our research shows the 'Real Thing' advertisement provided strong motivation to entice visitors to WA - now the interactive element gives us a great opportunity to capitalise on that immediately after viewing."
The iADs campaign runs from May 28 to June 30. The campaign also includes advertisements and advertorials in magazines such as New Weekly, Australian Women's Weekly, Australian House & Garden, Burke's Backyard, Woman's Day, Q-Media Magazine (Qantas) and Gourmet Traveller.
Minister's office: (08) 9213 6900