OUR WORK
Washington, DC Feature on Hello World TV Series
BRIEF
Client: Destination DC
Campaign: Hello World Television Series – Season 2
Target Audience: Australian consumers and travel agents
Canuckiwi partnered with Destination DC and Helloworld Travel to showcase Washington, DC on Season 2 of the Hello World television series. The objective was to raise destination awareness in the Australian market by highlighting DC’s unique selling points and driving conversion through a fully integrated trade and consumer campaign.
DC Feature on Hello World TV Series
IDEA
Two dedicated television segments were produced, focusing on Washington, DC’s diverse travel experiences and iconic attractions. The content showcased the city beyond its political reputation, highlighting culture, neighbourhoods, food, history, and walkability.
To maximise impact, the television exposure was supported by an integrated social, digital, and agent support program. Helloworld Travel’s extensive consumer and trade channels were leveraged to deliver a balance of inspirational storytelling and tactical messaging designed to drive awareness, engagement, and bookings.
RESULTS
Negotiated and delivered exposure for Destination DC included:
Two 4.5-minute television segments with an average reach of 589,948 per show
Destination DC holiday deals featured on segment end screens
Promotion of land and air deals via Helloworld Travel’s trade and retail channels
Email marketing: 380,000 customers reached per send via Helloworld Travel eDMs
Website promotion on Helloworld.com.au (140,000 unique visitors per month)
Organic social posting across Helloworld Travel social channels (177,000 Facebook followers)
Promotion via the Helloworld Travel agent portal (65,000 page views per month)
Digital posters displayed on in-store digital screens throughout the campaign period
Local Area Marketing campaign assets available for agents to download and use locally
