Linkd Tourism utilised the first Australian tour of local Colorado folk singer, Gregory Alan Isakov, to drive awarenwss of and promote his home, Colorado. The tour took place from 6-16 March 2019 and visited six locations in Australia that are largely synonymous with target geographical locations for Australian travellers to Colorado.
To reach music fans and to speak to an older demographic, a radio element with Macquarie Radio’s 2GB and 3AW stations targeted an over 40 audience. The competition was hosted on both 2GB.com and 4BC.com with social support, on-air advertising, artist interviews and on air call outs.
A digital element with Concrete Playground promoted the concerts as events in local pages and included a destination feature with tourism board URLs. All were further promoted through digital display advertising across the site with more than 190,000 impressions delivered, and supported with social media content generating a further 182,190 impressions. This targeted the mature millennial audienc who are more likely to attend Iskov’s concert.
To create a buzz within the industry, Linkd Tourism also hosted a VIP event at Gregory’s Sydney concert with the opportunity to meet the singer songwriter.
- 2,576 competition entrants across radio and online campaigns
- 5 radio interviews secured which reached combined audience total of 1,258,000 and an AVE of $29,470 AUD ($22,103 USD)
- Total reach of 4,207,288 – that’s 1 in 6 Australians!