SUMMARY
At the end of 2013, the Victorian State Tourist Board launched an interactive web promotion campaign called "Melbourne Remote Control Tourist". The campaign is arguably the advent of real-time experiential digital marketing. For a few days, web users from all over the world were able to visit the city at their leisure without moving by "remote controlling" ambassadors via social networks. The campaign was so successful that it is now being extended live on Periscope: " A Game Called Play Melbourne Live ".
Keywords: ambassadors, attractiveness, digital, Greeters, innovation, personalized marketing, awareness, strategy, tourism, Victoria, Australia, Oceania.
Illustration: Clemenger BBDO X The Melbourne Remote Control Tourist (c)
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