Darwin Down Under a multimedia story

- Boost tourism without clichés - Attract a new class of tourists

aim

‘Sequel Remix’

Fictional Narrative

Different Chapter

= Different Author

= Different Region

= Different Media

= Different Target

summary

Audiences to be centralin the evolution of the narrative.

Integration of Offline cultural eventsand Online tactics

The works produced and chosen will be published in their media

strategy

Northern Territory

Western Australia

South Australia

Victoria

Tasmania

Australian Capital Territory

New South Wales

Queensland

01. Web site

02. The story for the first chapter of narrative

03. Published book (first chapter) available for sale from the web site and other distribution outlets

04. Published comic book (second chapter)

05. Radio show spots in SA to launch the radio drama competition.

06. Photo exhibition in VIC

07. Magazine feature for Tasmania

deliverables

08. Concert in ACT

09. Machinima Showcase in NSW

10. Feature in film festival in QLD

11. Final package consisting of all chapters of the story in a box, available for sale (both in their original media and writing form)

12. Ads/PR for call for entries (engagement)

13 . Ads/PR to get users voting (participation)

14. Ads/PR to publicize new chapters (awareness)

deliverables

Phase Timing May09

Dec09

Jan09

Feb10

Mar10

Apr10

May

10

Jun10

Jul10

Aug10

Sep10

Oct10

Nov10

Dec10

Commission author chapter 1

Book Publication/sale

PR/ad campaign 1

Web site launch 1

Chap 2 launch, campaign 2

Chapter 3 launch, campaign 3

Chapter 4 launch, campaign 4

Chapter 5 launch, campaign 5

Chapter 6 launch, campaign 6

Chapter 7 launch, campaign 7

Chapter 8 launch, campaign 8

Close

“Complete saga” production

“Complete saga” sale

-Merchandise $500,000

- PR agency $3m

- Commissioned author $100,000

- Launch events in Australia and overseas $1m

- Publishing $200,000

- Web development $500,000budget

- Call for entries $500,000

- Communication of new chapter in relevant media $ 5 m

$10.8 m<25% of mkt budget

- Spontaneous media coverage of the project

- Increased business/collaboration opportunities for local arts organizations

- Promotion of various arts organizations and industries

- Increased demand and development of local Australian talent

Increased tourism and interests towards Australian culture or art scene.

a n

d m

o r

e

benefits

Thanks!