Event Buzz
7m+ social impressions
Metric
Values
Metric
Values
Situation
The Kyushu Tourism Office sought to boost Kyushu’s appeal among Australian travellers, aiming to highlight the region as a top destination for active travellers and outdoor enthusiasts. The challenge was to develop a campaign that would genuinely resonate and capture the spirit of Kyushu. Partnering with a high-profile individual who could connect with an Australian audience was essential for success.
Action
KTO and Linkd Tourism worked with Mollie O’Callaghan, an Olympic swimmer who was in Kysuhu for the FINA World Championships.
Australian Olympic star Mollie O’Callaghan was an ideal choice due to her recent achievements and high profile. Mollie had made headlines by breaking the longest-standing swimming world record at the FINA World Swimming Championships held in Kyushu in 2023. With a substantial social media following of 45K on Instagram, her involvement promised significant visibility.
Mollie was already in Kyushu for the 2023 FINA Championships, which allowed the Tourism Office to host her cost-effectively – this strategic approach maximised the campaign’s budget efficiency. Mollie’s itinerary for a five-night adventure was tailored to highlight Kyushu’s outdoor attractions, including scenic hikes, serene hot springs, and local cultural experiences. A notable highlight was her swimming lesson with local primary school children, which garnered considerable local media attention and fostered community goodwill.
Results
The campaign achieved significant engagement and visibility for Kyushu as a travel destination.
Mollie’s participation exceeded expectations, generating a total of 16 Instagram stories and 2 in-feed posts, reaching an impressive 258,926 people. Local media coverage further amplified the campaign, reaching 138,000. This small, cost-effective, campaign reached over 400,000 active travellers in Australia.
The positive response from the local community, particularly regarding Mollie’s engagement with schoolchildren, underscored the campaign’s success.
Kyushu Tourism’s PR Manager said: “Kyushu Tourism were excited to host Australian Swimming Star Mollie O’Callaghan. Mollie over delivered on her social channels and volunteered her time at the local school to swim with the students which proved to be very popular with the locals. Mollie was an absolute delight!”
