Gary Barlow’s Food & Wine Tour of Australia created a timely opportunity to bring the Northern Territory into a wider story about Australian food, culture and landscape. Emotive Travel Marketing turned that momentum into a targeted UK amplification campaign, using video, social and retargeting to extend the programme’s reach and connect high-value travellers with bookable Northern Territory experiences.
1.25 million impressions
747,138 UK users reached
387,453 completed video views
2,689 clicks
The Northern Territory needed to capitalise on the momentum of Gary Barlow's Food & Wine Tour of Australia and turn the programme's exposure into consideration for the destination. The objective was to position the Northern Territory as an essential Australian destination where culture, cuisine and landscape combine, while reaching high-net-worth UK travellers and directing them towards tangible, bookable Northern Territory experiences through Freedom Destinations.
Emotive Travel Marketing built a short, video-led amplification campaign around the momentum of the programme, targeting high-net-worth travellers with an interest in long-haul and luxury travel. Video on Demand, video retargeting and Meta were used together to extend reach, maintain engagement and drive qualified traffic to Freedom Destinations' Northern Territory product pages. The campaign deliberately balanced inspiration with a clear route towards bookable experiences.
Digital: The campaign delivered 1,247,836 impressions - 118% of KPI - including 195,058 added-value impressions. It generated 790,852 video views and 387,453 completed views, reaching a 69.28% VCR against a 55% KPI. The campaign reached 747,138 unique users across the UK.
Engagement: The campaign generated 2,689 clicks at a 0.29% CTR, with Video on Demand the strongest-performing format. VOD delivered 836 clicks at a 0.32% CTR and 209,069 completed video views, achieving an 80.73% VCR against a 55% benchmark.
