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QR Code Competition Entries
People Reached at South Melbourne Markets
High Value Samples
The Challenge
Tourism South Australia aimed to drive travel bookings through Flight Centre by inspiring Melbourne locals to choose South Australia as their next destination. The key challenge was cutting through a saturated tourism market with a concept that would generate immediate interest and conversion.
The Strategy and Execution
To spark interest, Caravel Media delivered a premium winery-inspired activation at South Melbourne Markets. The space was transformed into a cellar door experience, offering high-value samples—oysters, wine, cheese, and chocolate—in exchange for QR code competition entries. Over two days, the campaign combined sensory engagement with digital prompts, promoting travel offers via branded screens and Flight Centre channels. A negotiated media package extended reach, with targeted social content and EDMs driving traffic and engagement.
Campaign Results
The activation reached 15,000 people and delivered over 800 first-party data entries. It generated 13K+ Facebook and 2.3K Instagram impressions, and a direct EDM drove 387 clicks to the Flight Centre website. The campaign successfully positioned South Australia as a desirable destination while delivering measurable business outcomes.
