Tourism Victoria and BBDO Clemenger are giving people the chance to feel what it’s like to walk around and explore Melbourne this week thanks to the remote control tourist. Two people will be fully wired up with helmet-mounted cameras, microphones and GPS from 9 to 13 October ready to take requests via twitter or facebook.
Content and data is fed back onto the website for people to explore in their own time and in doing so discover all the highlights in Melbourne.
What I find interesting about this campaign is the first person perspective. It really puts you out and about on the streets of Melbourne. It’s just a shame that the service only works for 8 hours each day, given that tourism is a 24 hour business and many potential tourists connecting are not necessarily on Australian time.
The campaign Hashtag is #MelbourneRCT
I saw another interesting tourism campaign from Ogilvy last year promoting Cape Town. It gave a different spin to first person experience. It invited people to “Send their profile photo to Cape Town”. What’s smart is that once someone participated it then naturally fed through a range of experiences in Cape Town (all taken in first person perspective) to the person’s facebook feed just as if they were really there.
