Case Study: Tourism Australia achieves global, multi-device video reach and 9.6M views with Brightcove Video Cloud

Tourism Australia teams up with Brightcove for ‘There’s nothing like Australia’

Tourism Australia, the government agency charged with promoting Australia as a travel destination, launched the "There’s nothing like Australia" campaign to drive international and domestic visitation. As the campaign grew (more than 30,000 user stories and photos were added to an interactive map), the agency needed a high-quality, globally scalable video solution that worked across desktops, smartphones and tablets — with particular distribution requirements for key markets such as China.

In May 2012 Tourism Australia partnered with Brightcove Video Cloud to power the campaign hub on australia.com, using Brightcove’s Smart Player, APIs and cue-point interactivity (with Akamai support for China) to deliver a 180‑second broadcast ad and shorter clips across devices. The campaign achieved strong results — the video assets generated 9.6 million views (including 1.3 million on iPad), site engagement averaged over eight minutes for video viewers, and Brightcove’s analytics and templates enabled ongoing, market-tailored distribution and deeper audience insights.

Tourism Australia

Dave Rumsey

CIO