People from all over the world gathered in Western Australia to witness one of the world’s rarest solar eclipses. Whilst there would be a lot of conversation around the eclipse itself, our brief from Tourism Western Australia was to position the state as being the perfect place for ‘dark sky tourism’ due to its low light pollution.
We secured world famous astronaut Major Tim Peake as our expert spokesperson and suggested that we conduct these interviews from the very spot where people from all over the world were travelling to.
As such, Tim was able to provide live, on the ground commentary of his experience witnessing the rare eclipse first-hand at UNESCO world heritage site of Ningaloo Reef.
Ahead of the solar eclipse itself, we took Tim on a number of stargazing expeditions to enable him to talk about why Western Australia is the perfect place for those who have a passion for the night sky.
Crucially, we also filmed the actual eclipse itself and gave that as b-roll ahead of Tim’s interviews to show the spectacle that thousands had just witnessed on the ground.
The outside broadcast saw us secure interviews on UK and international shows including BBC Breakfast, ITV Lunchtime News, ITV Evening News, BBC One News at Six, Sky News Breakfast, Reuters News and Channel 7 News Australia.
The total campaign OTS was over 300M with 100% messaging inclusion for Western Australia as a dark sky tourism destination.
