3rdspace's world-first B2B experience for Globus Family of Brands

19 November 2019

Creative Agency: 3rdspace

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The experience saw over 200 travel agents and 20 contestants gather at Sydney’s Entertainment Quarter.

Sydney content marketing agency 3rdspace has created an industry-first B2B campaign for travel company, Globus Family of Brands (GFOB).

The unorthodox approach to a typical B2B marketing campaign was curated by 3rdspace to entertain and build relationships with key travel agency partners, educating them about GFOB in a new and creative way.

The experience saw over 200 travel agents and 20 contestants gather at Sydney’s Entertainment Quarter on Wednesday November 13, to take part in the inaugural GFOB ‘Travel Champions’ game show.

“Cutting through the overload of ordinary content clutter is a challenge we take to heart at 3rdspace," 3rdspace founder and head of content Rob Logan says.

"Our approach to engage audiences is still the same as a traditional campaign but in terms of execution we really wanted to think about how we could provoke action and involve the audience.

“This was a first for us and I think a first for the industry too. The feedback and engagement within the travel industry has been fantastic, including take overs on industry travel blogs, a massive wave of entries and hyped conversation on industry social sites.

"We look forward to partnering with ambitious and brave brands like Globus family of brands to create more innovative projects in the future.”

Hosted by James Kerley, ten teams of two competed to answer questions on a variety of topics including geography, travel and all things GFOB related.

Teams featured travel agents from all states and territories across Australia, including representatives from Flight Centre, Bicton Travel, Helloworld, TravelManagers, italk travel, Devonport Travel & Cruise and RAA.

From this, the top five contestants joined five randomly selected consultants who were invited to “come on down” from the live studio audience to battle it out for the ultimate Globus family of brands Travel Consultant Champion prize.

The winner took home a luxurious river cruise for two with Avalon Waterways and the prestigious trophy, presented by managing director Australasia of Globus family of brands, Gai Tyrrell.

“A large percentage of holidays are sold through travel agents, and these agents continue to be a very important part of telling our brand’s story," Tyrrell says.

"We needed to find an innovative way to inspire them to want to relay that story and build their product knowledge across GFOB’s varied offerings, including Globus, Cosmos, Monograms and Avalon Waterways.

“3rdspace had the answer and we absolutely loved working with them for their non-traditional approach. They knew just how to capture the attention of our audience in a way we know will have a lasting impact, communicating our key messages very entertainingly.”

Audience members and contestants were selected from a nation-wide call for entries through an initial online travel quiz.

The content will extend online through a targeted social campaign across digital channels, potentially returning again next year.

Credits:
Founder & head of content – Rob Logan
Head of partnerships – Greg Tremain
Senior producer – Jaz Lumsdaine
Producers – Lucinda Fayad & Nidhi Bolar
Creative Directors – Paul Tilley Ben Dillon Smith
Host James Kerley
DOP – Bailey McAndrew
Editors – Bailey McAndrew & Nicole Hadjimichael
Set - Gfinity Sports

Globus family of brands
MD Australasia – Gai Tyrell
CMO Australasia – Chris Fundell
Manager Marketing Services - Linda Whitaker
Consumer & E Commerce Marketing Manager – Louise Percy

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