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Part 3 of a 3 Part Video Series
We finish our video series with a quick summary of the influencer-led campaign that Tourism Australia undertook with GoPro.
In 2016, Tourism Australia worked with GoPro to bring 74 of their top athletes to Australia. These were influencers with strong social media connections in their respective interest areas from skydiving, surfing, wakeboarding to diving. This initiative was a large-scale example of a very popular form of social media-led marketing for tourism organizations – leveraging influencers to create, curate and share compelling content with their community.
Part 2 of a 3 Part Video Series
We continue our video series distilling the lessons from Tourism Australia’s move from its hugely successful Paul Hogan-led campaigns of the 1980s to a social media-led marketing approach in the 2010s. In this second part, Jesse Desjardins (Global Head of Content & Social at Tourism Australia) shares his four best practices for marketing with the voices and content of your community, visitors and partners.
Part 1 of a 3 Part Video Series
With a laconic “Come and say Gi'day” Paul Hogan became the face of Australia – offering viewers to “slip an extra shrimp on the ‘barbee’ for you.” The 1980s TV ads were arguably the most successful tourism campaign of the 20th Century – propelling Australia from 12th in the consideration set of American travelers to number 1. They turned Paul Hogan, a.k.a “Crocodile Dundee” into an international media and film star. The ads were the flagship example of a big, bold tourism campaign grapping public attention and creating desire. One to millions, using expensive mainstream media and lots of money. To play in this marketing landscape you needed big ideas, big budgets and often a single spokesperson or star to make the pitch.
The most recent State of the American Traveler research shows that, when planning their next trip, 45.5% of travelers seek out reviews, ratings and user-generated content both for ideas and to validate their selection, and 48.1% use social media in trip planning. According to the research, the average traveler uses dozens of websites and a range of offline media when deciding where to go and what to do when they get there.
I know my own travel planning behavior certainly embodies those statistics. I usually start surfing the web and perusing travel magazines before I even have an idea of where I want to go, and I often use Facebook posts as a way to poll my friends on how to make the best use of my time off. In fact, it was my...
Part 2 of 2. Read the first installment of this Blog here.
Now that Facebook has morphed into a primarily paid publishing platform for businesses, it’s time for every tourism marketer to pause and rethink your approach to Facebook and your wider communication and online strategy.
Here are six critical takeaways to consider in this review:
1. Update Your Social Media and Content Strategy.
In this new environment, it is time to review and refine your social media and content strategy. What is clear is i. quality content counts now more than ever, ii. Facebook needs to be run primarily as a paid media platform and iii. Facebook's management needs tight...