Travelling should be a positive experience, but booking a trip without doing enough research can lead to disappointment. Melbourne Tourism Board wanted to give people a rich preview of their city as an exciting destination. They equipped people with cameras and microphones so they could live stream their adventures. Participants even carried out requests from online viewers, like places to go and activities.

The average time on site was six minutes, with a global reach of over 150 million, over 3.7 million in earned media value, and over 49 million earned social media impressions.