Tourism Australia Chasing The Sun
For the launch of the new Australia.com, we, at DT, imagined an interactive video. Entitled ‘Chase the Sun’ it would invite visitors to 'follow the sun' to iconic Australian locations.
My role in this project was to propose creative experiences for use on the homepage so that it would talk to all kinds of travellers.
This is how we worked.
ANALYSIS & RESEARCHES
worldwide Personas
Getting through and absorbing UX team work was the first step. They produced very precise information on traveller personas and segment groups, resulting in a true challenge to be creative in deciding which storytelling approach would inspire every visitor even though they have diverse passions, behaviors, aspirations or activities.
IDEATE & PROTOTYPE
If there is one thing that everyone wants from a holiday, even they don't mention it, it's to have great weather.
Australia is the sunniest country in the world, and so I imagined an experience driven by the sun and the light playing on those landscapes.
Australia.com Homepage
On the Austrialia.com homepage, an interactive video invited visitors to discover the unique and warm colors of Australian landmarks. The circular interface allows visitors to view a 24 hour span of a dozen iconic landmarks. To develop this experience, we recruited, via Tourism Australia social networks, a crew of talented local photographers, to capture these locations with time-lapse film.
SYDNEY - 2:32pm
GREAT OCEAN ROAD - 5:15pm
MELBOURNE - 07:10pm
ACTIVATIONS
Following the launch of the new Australia.com website, a few ideas were proposed to invite people to come and chase the sun in Australia. Our concept was to see and feel Australia, pushing the limit through immersion, mixing VR headsets with real-life experience.
Soar Above Australian
Iconic Landscapes
Combining real flight in an hot air balloon with the technology of VR headset, Tourism Australia will immerse every Berliner in the most scenic beauty of Australia.
To trick all your senses, the VR video is synchronized with the air balloon take off and landing.
Dive Into the Great
Barrier Reef
Experience snorkelling on the Great Barrier Reef, while staying swimming in a pool located in France.
Using waterproof LED screens, we project a video, shot with a 3D camera, underwater recreating the reef on the pool walls and floor.
AUSTRALIA.COM PRESS RELEASE