Barossa. Be Consumed.
- South Australian Tourism Commission
- Deloitte Digital
Deloitte worked with the South Australian Tourism Commission to breathe a digital life into their Barossa TVC. In developing the campaign site, the key objective was to provide a way for the visitor to continue their TVC experience online and discover more about the Barossa region, ultimately hoping to drive booking conversions. With this in mind, Deloitte Digital designed a rich, modern experience that aimed to emphasise the raw earth elements of the campaign apparent in the TVC.
Each layer of interaction is built upon the last; visitors start by watching the TVC, but are quickly invited to view editorial content, such as the region’s award-winning produce and cellar-doors. Our client was already leading the charge in a marketing environment that is traditionally very flat. Our challenge was to find a way to enhance what was an already amazing TVC and use the digital channel to reveal more about the Barossa than what is available via traditional channels.
The design utilises the latest HTML5 capabilities and existing Video API’s to deliver a fully interactive video experience which connects directly through to SATC’s Consumer website. One touch or click allows the user to find out more about the unique Barossa experiences.
Through interaction with the video a wealth of information via editorials and maps becomes available, informing the user about restaurants, local produce, cellar-doors, accommodation and of course the Attractions and Characters that make the Barossa one of the most unique and beautiful food and wine regions in the world.
Discovering items as they appear on the track during the video playback invites the user to discover more about the context-sensitive editorial content. When the editorial content is reached, an icon appears inviting the user to discover nearby locations of interest and explore these on a map of the Barossa.
Selecting the Information icon directs the user to a more detailed list relating to the discovery item. The Location icon produces an elegant map of relevant POI’s throughout the Barossa region, this all occurs seamlessly without having to leave the page and the user can jump back to the correct point in the TVC at any time with one simple click of the play button. When the video finishes, all interactive content is displayed in a clickable table of contents.
The interactive video bridges the gap between intrigue and information. If it’s the relaxed nature of the region that appeals to the visitor, accommodation options are easily accessed and integration with SouthAustralia.com means booking online is fast and simple.