#helloworldRELAY mapTasmaniaIndiaLord Howe IslandThe MaldivesUtahNew ZealandQatarTahiti

Project Description

Winner – Gold Award of Excellence for Marketing Effectiveness in Social Media – Communicator Awards 2016

Bronze – Best Social Media Campaign – Asian Marketing Effectiveness & Strategy Awards 2016

Holysmoke! Agency created the world’s first global Instagram relay – #helloworldRELAY.

helloworld, a leading Australian travel group, recognised that the expertise of their travel agents in bricks & mortar or call centres was not enough to attract new customers and drive sales. Experienced travellers today turn to social media to find the most unique & authentic places to go. They trust reviews and content from other travellers or locals to discover the hidden gems off the beaten track, and look for an adventure beyond the brochure.

We needed to find a way to demonstrate helloworld’s expertise and vast network of partners, but do it in a way that tapped into the trend of social media inspiration and influence. So we created an initiative that meant for the first time Australia would be part of the United Nations World Tourism Day initiative on September 27, 2015. The world’s first Instagram relay #helloworldRELAY was engineered.

Through the helloworld network, Holysmoke worked alongside the internal team to secure over 80 destination partners to join the campaign and appoint an Instagram influencer in each location. Holysmoke also engaged 10 key Instagrammers on behalf of helloworld and deployed them to destinations all over the world. These influencers included Lauren Bath, Jewelszee, Gary Norris, Ben Lowy, Laura Dundovic, Jason Dundas, Erin Holland and Isabelle Cornish.

On World Tourism Day, in 80 countries, for 12 hours, an army of Instagrammers with huge followings inspired fellow travellers with iconic imagery, before passing on the baton of the relay to the next country. They told the story of each place from sunrise to sunset.

The result was 36 hours of continuous, inspiring, beautiful imagery that connected our audience with #helloworldRELAY tagging as the baton moved from place to place across the globe. As a result of this campaign, the helloworld brand was presented to over 24 million individuals with PR generating over 263 articles nationally, an estimated $2,200,000 in PR value.

The power of the Instagrammers shone brightly, with a combined 12 million reach globally, some went as far as hosting Instameets on paddleboards, buses and of course in front of the iconic Sydney Opera House. The general public also participated, driving 25,000 social conversations & images uploaded to the #helloworldRELAY hashtag from 200+ destinations globally.

Kim Portrate, chief marketing officer at helloworld said: “Working closely with helloworld as our consumer PR agency provided Holysmoke! Agency an intimate insight into our brand. This created the fuel that ignited the idea for #helloworldRELAY.

The helloworld consumer marketing team immediately recognised the opportunity to leverage this idea. To bring the project to life we enlisted our network of agencies OMD, FUSE and Holysmoke! Agency, to ensure we could effectively manage the scale of the project and deliver the customer benefits.

Holysmoke! Agency’s idea to deliver a world first recognises the behaviour of modern travellers and their use of social media platforms like Instagram. By inspiring travellers to get involved in such a large scale global event we can in turn offer them the itineraries to travel themselves to destinations that most engage them during #helloworldRELAY.”


#helloworldRELAY has been shortlisted for the following awards in 2016:

Mumbrella Awards – Mumbrella Award for Collaboration

CommsCon Awards – Best Social Media or Digitally-led Campaign

Festival of Media APAC – Best Social Media Campaign

Festival of Media Global – Best Content Creation

Project Details

  • Campaign Client:helloworld
  • Campaign Duration:September/October 2015
  • Website:http://www.helloworld.com.au/
  • Date:February 08, 2016
  • Tags:#helloworldRELAY , helloworld
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