Event Buzz
7m+ social impressions
Metric
Values
Metric
Values
Situation
Memphis Tourism wanted to capitalise on the release of Baz Luhrmann’s ELVIS film to entice Australian consumers, particularly younger generations, to visit Memphis and explore the legacy of Elvis Presley. To achieve this, they enlisted the expertise of Linkd Tourism to create a marketing campaign that would align with the movie’s release and highlight Memphis as a premier travel destination.
Action
Linkd Tourism devised an integrated campaign in collaboration with Warner Bros., centring around the theme “See the film, live the legacy in Memphis.” This campaign was designed to seamlessly connect the excitement of Baz Luhrmann’s new release “ELVIS” with the allure of visiting Memphis, Elvis Presley’s home.
One key element of the campaign was a digital initiative that promoted a detailed Memphis destination guide, alongside a competition offering fans a chance to win exclusive tickets to the film’s red-carpet premiere on Australia’s Gold Coast.
This digital strategy was complemented by a radio campaign that involved a contest called “Walking Backwards in Memphis,” integrated into a popular drive-time radio show. The contest’s grand prize was a trip for two to Memphis, USA, enhancing the connection between the film and the real-life locations associated with Elvis. On air reads promoted the competition and explained why Australians should visit Memphis.
The campaign also included a targeted media engagement strategy, where key journalists were invited on a familiarisation trip to Memphis. This trip enabled them to experience Elvis’s legacy firsthand and subsequently publish their stories, timed to align with the film’s release.
Linkd Tourism capitalised on its strong in-market relationships to secure an airline sponsor for this partnership, which integrated airline mentions into media coverage and expanded the campaign’s reach even further.
Through these varied and strategic efforts, the campaign effectively promoted Memphis as a must-visit destination, ‘riding on the wave’ of the film’s success.
results
The campaign was highly successful, generating substantial media value and impressive audience engagement.
The radio campaign alone reached over 2.3 million listeners, while the media coverage resulting from the familiarisation trip to Memphis captivated an audience of more than 11 million.
Additionally, the digital campaign garnered over 400,000 views, reflecting strong online interest. Overall, the media value of the campaign was estimated at $2.38 million, underscoring its effectiveness. The competition, which drew 15,036 entries, further highlighted the strong consumer interest in the promotion.
This multifaceted approach not only effectively promoted Memphis as a travel destination but also aligned seamlessly with the film’s release, resonating with a broad and diverse audience.
