Canuckiwi on behalf of our client, Destination DC pitched the most watched Australian morning show, The Today Show, that as part of a North American visit they could film their weather segments live on location for two consecutive days from Washington, DC.
The 4 hour live on location segments focused on travel experiences and unique USPs (unique selling points) found in Washington, D.C. Day 1 was filmed from the National Mall, while Day 2 took in one of DC’s newest iconic neighbourhoods, The Wharf.
The campaign included an integrated social, digital and call to action partner with Flight Centre who designed custom point of sale packages that were advertised for sale during the live days. The earned media value of the broadcasts was valued at more than $364,000 USD.