Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Voyages Indigenous Tourism Australia is dedicated to showcasing and promoting Indigenous culture, particularly through its properties, including Ayers Rock Resort at the iconic Uluru. Uluru, a UNESCO World Heritage site and one of Australia's most important landmarks, holds deep spiritual and cultural significance for the Anangu people, the traditional custodians of the land. Voyages Indigenous Tourism’s mission is to create immersive travel experiences that connect visitors with the unique culture, history, and beauty of this sacred region, all while supporting Indigenous communities and promoting sustainable tourism.
In 2024, our goal was to drive brand awareness for Explore Uluru by enhancing its social media presence, particularly focusing on Instagram and launching a presence on TikTok. We aimed to increase engagement with key experiences, such as the groundbreaking Indigenous drone show Wintjiri Wiru, and other Indigenous-led experiences available at Ayers Rock Resort and within the national park.
To achieve this, we hosted five prominent Australian creators for a four-day cultural immersion in the Red Centre. Their mission was to tell the story of Uluru, weaving in Indigenous experiences like Wintjiri Wiru and their stay at Ayers Rock Resort. These authentic, creator-driven videos became the foundation for the launch of Explore Uluru’s TikTok profile, and the content was repurposed for Instagram Reels to maximize reach and engagement.
Our marketing goals were clear: improve engagement-related KPIs (engagement rate, comments, shares, and saves), draw attention to Explore Uluru’s Indigenous experiences, and develop a robust short-form video strategy across both platforms. By leveraging influencers, we aimed to expand our reach while presenting our audience with fresh, engaging content, and ultimately, encourage experience bookings.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Between January and August 2024, the Explore Uluru Instagram account achieved remarkable growth. Engagements reached 133,130, representing a 57% increase year-over-year (YoY), while the engagement rate jumped by 79%. We saw significant increases in key engagement metrics, including over 4,600 saves (a 40% YoY rise) and more than 3,600 shares (up 15% YoY). A focus on short-form video content drove 579,305 video views, reflecting a 17% YoY increase.
Our efforts also led to a 60% rise in organic likes and a 26% increase in website clicks, signaling stronger user interest and intent to explore the resort's offerings.
On TikTok, YTD results were similarly impressive, with 222,387 impressions, 10,587 engagements, and a growing follower base of 4,000. The creators we hosted generated substantial cross-platform results, reaching 4,670,162 users and driving 668,926 engagements. This content delivered an Estimated Media Value of $1,925,829, further demonstrating the campaign’s wide-reaching impact.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
With a content creator budget of $20,000 AUD, this campaign drove an Estimated Media Value of $1,925,829, translating to an astounding 95.29:1 Estimated Return on Investment (ROI). By leveraging creator partnerships and crafting a compelling content strategy, the campaign far exceeded our expectations and delivered significant brand exposure, engagement, and measurable value. This level of ROI underscores the effectiveness of our approach in driving both awareness and long-term interest in the unique offerings of Explore Uluru and Ayers Rock Resort.
Entry Title
Voyages Indigenous Tourism Australia Social Media
Division
Digital - Social Media/Social Networking