Arts and Culture

Melbourne’s ‘Remote Control Tourist’ campaign

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The concept of tourism has reached all-new heights with a little help from willing participants and social media, as part of Tourism Victoria's outside-the-box "Remote Control Tourist" campaign.

The campaign allowed potential visitors to get an inside look into where they might like to go when they visit the city of Melbourne.

Held over five days on the 9-13 October 2013, the campaign saw participating consumers direct their own "Remote Control Tourists" around the city of Melbourne via requests on social media platforms; Twitter and Facebook.

Participants were able to view and hear live action from their "Remote Control Tourists" via a camera mounted on their helmet and the campaign's interactive website.

According to Minister for Tourism and Major Events Louise Asher, the campaign essentially allowed visitors the chance to have other people as their "eyes and ears in the city".

A total of 8,726 requests were made by visitors keen to get a look at Melbourne, which Ms Asher describes as "Australia's most creative and cutting-edge city".

Over the campaign, users ordered their "Remote Control Tourist" to many of the attractions and events that Melbourne has to offer.

On day one alone, participants directed their "eyes and ears" to the Melbourne Festival, Princes Bridge, the Melbourne Museum and the Medibank Melbourne Marathon.

In addition, "Remote Control Tourists" were sent to bars such as Shebeen and Ponyfish Island, cafes such as La Belle Miette and the gorgeous Alexandra Gardens.

The campaign showcased Melbourne as a forward-thinking and friendly city filled with arts, culture, food and wine – the perfect destination for a weekend getaway or a romantic escape.

It seems Melbourne is on the list of potential destinations for many, as people from more than 158 countries got involved in the action.

And the most popular request of all? Users had "Remote Control Tourists" showing them the gorgeous seaside town of St Kilda as their most frequent request.

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