Cases studies

Launch of Tourism Australia Facebook page. How to adapt Communication to the Youth Market.

• Agencies : Interface Tourism France
• Services : Representation - Social Media

Brief

In 2009 more than 50% of French tourists to Australia were under 30 years old and totaled more than 46.000 visitors. Tourism Australia had never communicated directly to this target group before but the success in France of the “working holidays” visa, with one of the highest growth rates anywhere in the world, had already demonstrated that spontaneous word of mouth communication was one of the key reasons for such an excellent response. Given the importance of social media amongst French under 30s, a Facebook page will enable Tourism Australia to speak directly to its target market and increase word of mouth buzz about Australia as a holiday destination.

Tactics

1. Design and create a user-friendly Australia Facebook page

The page includes the following tools:
- Wall: create user-friendly content and monitor messages from fans
- Chat: subject tags to help people planning their holidays in Australia
- Plan: links to useful content on the Tourism Australia website
- Create: a tool designed to enable fans to enjoy a virtual holiday with their friends in Australia!

2. Increase fan numbers

- Send an invitation to the 15,000 French fans of the Australia global page
- Advertise the page using Facebook ads

3. Leverage the page with Promotion using the Facebook page as the call to action

- A University Roadshow in 11 French universities: a 4-person team will promote and provide information about Australia, travelling through France in a branded Australian pick-up and setting up an Australian stand in every city. There will be competition on the Facebook page promoting the chance to win a trip to Australia.
- A radio promotion on NRJ France, a leading radio station for the target group.
- An online promotion in collaboration with Etihad Airways and the Tour Operator “Cercle des Vacances” with a call to action on the Facebook page

Result

• More than 9,500 fans in less than 2 months. The page is now the leading Australia-related fan page in France
• More than 140 fans’ comments each week
• Media coverage in “Flavor” and “Beachbrother” magazines