Kiss Insight
KISS IN THE NORTHERN TERRITORY 11 May 2010
This winter Kiss 100 brought a little bit of sunshine to it’s listeners with the help of the lovely people from Australia's Northern Territory. It was an amazing campaign and deserves some recognition for it's innovation and success. Read on to get the top stats behind the advert....
The Northern Territory were feeling particularly generous this winter and Kiss were only too happy to help them in rewarding the people of London. Kiss and the Northern Territory teamed up to give away 7 holidays to, well where else, Australia's Northern Territory.
One amazing adventure holiday was given to a lucky Kiss winner on Christmas Eve and the other 6 were dished out on the most important day of the year, Australia Day. Seeing as it was the most important day of the year, giving away 6 holidays to the other side of the world wasn't quite enough for us. So, Kiss also decided to turn the station upside down just to add to the celebratory spirit. Our Breakfast team presented the Drivetime show and Jez from Drive was up at the crack of dawn presenting Breakfast. To those listeners who ventured to our website they had to navigate through a website that was also turned upside down!
Although Australia Day was all over by January the 27th, we weren't finished there. In January, February and March we gave away NT style adventure activities including Sky Diving and Ballooning. However, the ultimate act of generosity was presented to Stephanie Symes who, in February, received the amazing opportunity of a new life in Australia's Northern Territory, which not only included her relocation but a two year working visa.
The beautiful breakfast trio Rickie, Melvin and Charlie were there the whole way, teaming up with our new friends down under and enjoying the best job of all, delivering the exciting news to our lucky winners.
This campaign was a great, innovative partnership of Kiss with the Northern Territory and it just so happens our listeners thought so too. Extensive research revealed that an extra 39% of our listeners were aware of what and where the Northern Territory was post campaign. Further to this, over half of them loved the competition and wanted to visit the Northern Territory now they've discovered it. This campaign brought the Northern Territory as well as Australia to the forefront of Kiss listener's minds. Australia became the top long haul destination that listeners could spontaneously name with a 10% increase in people naming it post campaign. At the peak of this campaign we saw a 40% increase in listeners naming Australia as thier favourite long haul destination to visit, higher than the USA by 29%. Also at the campaign's peak, there was a 42% increase in Australia as a destination listeners would like to go to on a working holiday.
These are only a few snippets of the information we gathered from the success of this campaign. To find out more and to watch our insightful video which has audio from Stephanie, talking about her amazing opportunity, footage of the Breakfast team in the studio, giving away prize after prize, and lots of excellent information, please contact joanna.knights@bauermedia.co.uk.
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