The Melbourne Remote Control Tourist

A real time, first person web experience that enabled potential Melbourne visitors to go before they go.

See the full experience

By: Clemenger BBDO Australia , Tool of North America , Exit Films

Brand: Tourism Victoria

The Story

Unlike many Australian cities, Melbourne isn't known for visual landmarks. Rather, it's a collection of hundreds of smaller experiences that require time to discover. We knew that if we could just get people to spend some time there, they'd be sold. So, we created the Melbourne Remote Control Tourist, an interactive web campaign that let potential visitors explore the city for themselves through the eyes and ears of four real-world tourists.

  • Image of campaign
  • Image of campaign

Every core interaction with this campaign was through digital. Visitors were able to watch the five-day live event via Livestream, controlling their every move through multiple social platforms. In addition, they could explore Melbourne via the interactive Google Map and use its search functionality. The Remote Control Tourist website allowed us to bring the wonders of Melbourne to the world.

The Technology

The Results

Over the five-day period, the Melbourne Remote Control Tourist generated over 43 million earned social media impressions, including 35 million from Twitter alone. We had people in 3,888 cities from 158 countries interacting with the site. Our tourists were responsible for almost 3,000 unique requests. They traveled 109 km, took over 1,500 Instagram photos, and checked in at 321 locations. Through hundreds of global news articles, social and PR, we estimate that the project had a global reach of over 235 million people.

  • 43

    Million earned social media impressions

  • 150

    Million global audience reach

Launch Date Oct. 9, 2013

The Team

  • Clemenger BBDO Australia
    • Clark Edwards
      Senior Writer
    • Luke Thompson
      Senior Art Director
    • Tom Martin
      Creative Director
    • Julian Schreiber
      Creative Director
    • Ant Keogh
      Executive Creative Director
    • James McGrath
      Creative Chairman
    • Sonia von Bibra
      Executive Producer
    • Louise Sergent
      Senior Digital Producer
    • Pete Hutchinson
      Creative Technologist
    • Ben Birchall
      Social Editor
    • Nathan Rogers
      Social Analyst
    • Nigel Dunn
      Senior Developer
    • Raphaela Lee
  • Tool of North America
    • Jason Zada
    • Joy Kuraitis
      Head of Digital Production
    • Adam Baskin
      Senior Digital Producer
    • Jason Nickel
      Senior Developer
    • Steven Steiner
      Line Producer
  • Exit Films
    • Corey Esse
      Executive Producer

    • Kate Merrin
      Line Producer


      Shelley Farthing Dawe
      DOP of Teaser

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