helloworld reveals relay campaign with live social media feeds via Adshel, OMD, Fuse + Holysmoke!

Travel group helloworld has launched its world-first social media initiative #helloworldRELAY with out-of-home media company Adshel and OMD, Fuse and Holysmoke!

Partnering with over 60 countries and more than 75 Instagrammers, helloworld created an Instagram relay – #helloworldRELAY – that captured countries, cities, people and places, through creative and inspiring images on September 27 across our incredible planet.

Supporting the relay which was held on World Tourism Day Sunday 27 September, the campaign captured live content from the #helloworldRELAY hashtag and distributed dynamic updates across Adshel’s Sydney Trains digital screens, engaging audiences and encouraging them to interact and share their own experiences and photos.

The Adshel campaign will also allow commuters to interact with the digital screens and view travel deals to various destinations across the world.

Says David Roddick, sales and marketing director, Adshel: “This campaign is using digital platforms to show a unique perspective on global travel. By pulling dynamic, live and location-based social media feeds onto our digital screens, Adshel Live is bringing the virtual relay to life in a way that has never been possible out-of-home before.”

On World Tourism Day, as the sun rose at various destinations across the world, influential Instagrammers began posting images of their surrounds until the sun set in their location. The #helloworldRELAY started at sunrise in Samoa, the westernmost point of the earth and travelled across the world like a Mexican wave until it finished at sunset in the Cook Islands 36 hours later

As part of the #helloworldRELAY, audiences could also meet with Instagrammers such as Lauren Bath (@laurenepbath), Will Patino (@william_patino), Gary Norris (@garry-norris) and Laura Dundovic (@lauradundovic) at particular locations and times communicated through their Instagram posts.

Says Kim Portrate, chief marketing officer Kim Portrate, helloworld: “This has been a herculean project, and Adshel has given us the perfect platform to visualise and distribute these truly inspiring destinations. Adshel’s digital screen network offered a national solution that will create social media buzz and inspire people to book their next holiday.

“Beyond the relay, we’re thrilled to be collaborating with Adshel in an exclusive one year partnership that will see us utilise their leading digital and data technologies.”

Client: helloworld

PR agency: Holysmoke Agency