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Our brief was to come up with a digital campaign platform which would enable Qantas and Destination NSW to demonstrate their unique local knowledge and passion for Sydney and New South Wales as a travel destination.
We wanted to inspire people to dig beneath the surface and uncover a side to the region which they’d never seen before, making it fun and easy to dive in and plan a trip.
We developed The Sydneysiders Guide - a custom web platform which brings together content from multiple sources and invites users to tell us what kind of travel experiences they are looking for. The site then presents users with relevant experience recommendations, personally curated by local ambassadors. The platform was built on a CMS as a dynamic hub which could be easily updated to keep content fresh throughout the year, or customised for different global markets.
Working closely with Qantas and Destination NSW, we managed the entire project from ideation to content collation and deployment. We built a highly flexible campaign platform which delivered a rich, intuitive user experience and worked collaboratively with internal stakeholders and agency partners to bring the campaign to life.
The platform has proven to be a big hit with customers and has now become a valuable part of the Qantas marketing ecosystem, driving massive engagement over three campaign periods.
Calibrate has been outstanding with the services they have provided Qantas within NZ. We use Calibrate for email support but where they have taken us to the next level is the creation of engaging and share-able content. Nick and the team come up with creative ideas for us to engage with our customers and we have been impressed with the results.
Personally we appreciate the solutions focused and flexible approach combined with honesty when limitations need to be understood. ”