Invite colleagues
Destination marketers generally agree about the importance of social media in the pursuit of influencing people looking to take a trip somewhere.
However, while I still firmly believed in taking an integrated marketing approach that includes search marketing and online media. Social media's rising influence can not be ignored. So given this trend for destinations to be leveraging this medium and Agency's jumping on the bandwagon with interesting Facebook and Twitter campaigns, I wanted to search for evidence, anything, that could prove that using social media in destination marketing could help deliver real results and help our Agency (Digital Jungle) begin to build our list of best practices.
Here is one example that I have found.
Example Campaign - The Best Job in the World
Queensland Tourism recieved a lot of well deserved recognition for their campaign to market the Great Barrier Reef internationally: The Best Job in the World ran in 2009 and still has marketers talking about it when considering ideas for promoting a new location. For those marketers that are not fully across this campaign, then here is a brief summary.
Marketing outcomes
- 8.4 million site visitors, from every country
- 8 minute average time on site
- 34,680 job applications
- $390 Million AUD of publicity
Business measures
- First quarter of current fiscal year
- Australia tourism down, but Queensland tourism up 20%
- 50% of Australia trips now include a Queensland component
Further, I wanted to share with you a presentation that highlights some ideas about conducting a social media campaign to promote a destination.
If you have some more examples of ROI from social media campaigns then please post in the comment section below.
Written on Sunday, 20 March 2011 20:44 by Matt McDougall