Cases studies

Australia in the Social Media – June 2011 : Or how we successfully promoted the destination using Social Media communication!

• Agencies : Interface Tourism France
• Services : Consumer Promotion - Market Intelligence - Public Relations - Representation - Social Media
• Clients : Tourism Australia

Brief

Tourism Australia’s goal was to promote Australia as the ultimate destination for young French experience seekers aged 18-30.

The objective was to boost the existing Facebook page through a series of youth-oriented cross-media promotions in which the emphasis was placed on the Working Holiday Visa, the overall destination, and on encouraging user participation by driving traffic to the Facebook fan page “Australie Visa Vacances Travail”

Tactics

- We developed a competition in line with Tourism Australia brand guidelines.
- The competition was featured in a dedicated competition application which was launched on Tourism Australia’s French Facebook page.
- Daily wall posts were sent out to highlight the event and the competition.
- Main Prize: a road trip in Australia including long haul flights.
- To participate in the contest, it was obligatory to “like” the page.

Result

+ 4,332 fans in 3 weeks, reaching 21,000 fans in total (+24% since the competition was launched).

16,831 active users each month during the period (+144% since the competition was launched).

2,600 participants signed up for the competition.