A World-First B2B
 Content Marketing Experience

Cutting through the overload of ordinary content clutter is a challenge we take to heart at 3rdspace. This was a first for us and a first for the industry too. We’ve just launched Australia’s First Travel Industry Gameshow!

Travel agents from across the nation turned out for the coveted battle for Globus family of brands’ Travel Champions title. The nation’s top travel agents took to the stage as TV presenter James Kerley put them through their paces, quizzing contestants on geography, travel and their product knowledge about the Globus family of Brands: Avalon Waterways, Globus, Cosmos and Monograms. It’s wasn’t a poll or a quiz. It was a real live Travel Game Show!

The Background

A large percentage of Globus Family of Brands holidays are sold through travel agents – they are a vital part of telling the brand’s story. We needed to find an innovative way to inspire them to want to tell that story and build their product knowledge about the Globus family of Brands: Avalon Waterways, Globus, Cosmos and Monograms. To do this we needed to firstly step back and look at the cultural context.

The reason so many people are attracted to the travel industry is not just that “they love travel,” but that they also love dealing with people and being well-informed about the wonderful places and experiences in this beautiful world. And most importantly, being involved in an industry that allows you to have some fun along the way!

The 3rdspace Approach

90% of the content in the entire world was generated within two years alone (Forbes, 2018). With no signs of stopping and statistics increasing each year, it becomes even more important to have a strong content strategy that brings the brand’s tone of voice to life in a way that is different from the competition and involves the audience.

The approach is still the same. Ensure the content lines up with our strategy and the Globus Family of Brands’ content mission that allows you to ‘Go Live It’. We also needed ensure it reflected the brand’s tone of voice. Most importantly in the execution, we really needed to think about how we could provoke action and involve the audience.

Sourcing the Contestants

An initial launch film was amplified to travel agents across the country, creating hype and driving them to a dedicated competition microsite where travel agents were required to answer a series of travel related questions to qualify to be a part of the game show.

Teams featured travel agents from all states and territories across Australia, including representatives from Flight Centre, Bicton Travel, Helloworld, Travel Managers, italk travel, Devonport Travel & Cruise and RAA.

Trade Support

Industry trade site KarryOn was excited to come on board as the exclusive trade media partner for this truly unique event and helped to build anticipation and excitement for the event right up to the night. With access to a limited number of passes to the chic pre-event party at Urban Winery and seats in the studio audience, KarryOn ensured travel agents knew it was the hottest ticket in town!

The Gameshow

Our ten teams headed to our purpose-built TV game show set in Sydney, ready to compete in front of a live studio audience of industry peers, to become the Globus Family of Brands’ Travel Agency Champions.

After a gruelling six rounds of tough questions, it was Pat McKinnon and Liam Lavery from Flight Centre Ballarat that took home a trophy; winning an amazing night out for their whole agency and most importantly, the prestige of being dubbed the best in the business.

Following the team competition, it was time to determine who would take out Globus Family of Brands’ Travel Consultant Champion. Five individual consultants were randomly selected and invited to “Come On Down” from the studio audience to battle it out against the top five contestants from round one.

Round two saw some intense competition but ultimately it was Rowan Muller from Flight Centre Marion that triumphed, scoring themselves a luxurious river cruise for two with Avalon Waterways.

The Response

The feedback and engagement within the travel industry has been fantastic, including take overs on industry travel blogs, a massive wave of entries and hyped conversation on industry social sites. A dedicated amplification plan ensured our event content would receive extensive coverage across the travel industry with social amplification providing even greater scale during and post the event.

Globus Family of Brands Director of Marketing Chris Fundell said “3rdspace had the answer and we absolutely loved working with them for their non-traditional approach. They knew just how to capture the attention of our audience in a way we know will have a lasting impact, communicating our key messages in an extremely entertaining way.”

Like to hear more?

We look forward to partnering with ambitious and brave brands like Globus to create more innovative projects in the future. This is an example that we hope may inspire you to do your content marketing differently to the rest of the pack. If you’d like to know more about how it came about, drop us a line.