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When the organizers of the annual G’day USA events in New York and Los Angeles first came up with the yearly festivals in 2003, their goal was to boost Australian tourism to Americans and open America to Australian businesses. With rising American travel to Australia and expanding business networks between the two countries, G’day USA has been terrific for U.S.-Australian trade—including, of all things, a mobile marketing firm that made its reputation on delivering content to cell phones for fields as varied as fashion, automobiles, and tourism.
Broadcaster Media, an Australia-based mobile marketing services company, made a name for itself with a system that can offer downloadable, forwardable, regularly updateable content to mobile phones, regardless of their manufacturer or service provider. Unlike limited-time media blitzes, the graphic-rich Broadcaster system develops over time and offers content providers hard data on which users are downloading content, which ones are updating it, and which ones are passing it on—the epidemiology of viral marketing. It’s a feature that has rarely been available, even to large corporations looking to market anything more informative than a ringtone.
For tourism customers, Broadcaster Media offers a unique opportunity. Since travelers are away from their usual sources of information—home computers, hometown newspapers, even the TV channels and radio stations they’re used to seeing and hearing back home—their mobile phones can become a primary source of information. Tourism companies can employ the system to provide customers with updated travel itineraries, event calendars, and tips on what to do and see in a new place, all of it constantly changing and alive with eye-catching graphics.
Broadcaster got an additional boost from the 2008 Australia Week preparations in New York, where Tourism Queensland used their system. Toyota Motor Corporation had already employed Broadcaster at the Sydney Motor Show, where it offered visitors the option of sending an SMS to a provided number and downloading information on Toyota’s entire fleet. The system was also used at the Entrepreneurs’ conference in Las Vegas, where it was expanded to offer the complete speakers program, biographies and maps of the conference venue.
Broadcaster Media has offices in Australia as well as the U.S., but even when the system was supposed to be confined to Down Under, the numbers were open to callers overseas who sent a text code to a number in Australia.
"Because we are off-deck or off-portal, it does not matter whether the customer is with Optus, Telstra, Vodafone, 3,” Broadcaster CEO and Queensland native Tammy Halter explained in a company press release. “Everyone can download the information.”
Just like the Nicole Kidman-Keith Urban hookup at the 2004 G’day event built up free publicity for the annual festival and the nation that runs it--$70 million Australian worth of prime-time TV coverage in 2007, by one estimate—Halter’s award-winning innovation provides a constant presence on users’ mobiles, creating the sense that they have the real story on their subject or event of choice.
“Consumers like to feel they are part of an exclusive club and that feeling results in brand loyalty,” Halter added. “Whether they are waiting for a bus, are on a train or at the beach, consumers want to be able to instantly check what's new from your company.”

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Www.BroadcasterMedia.com Www.absolutedata.com By Lily Steiner Www.AmericanBusinessGateway.com

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