ACT campaign ignites social storm

ACT campaign ignites social storm
By admin

The second and final stage of Australia Capital Tourism's "Human Brochure" tourism advocacy campaign to promote Canberra took place at the weekend, setting twitter alight.

The campaign, which launched with a similar event in October 2012, invited a further 500 "social media-savvy" people to visit Canberra to share their experiences through social networks.

The weekend took the campaign tally to 7,782 tweets, 4952 Instagram images and 1,843 Facebook posts with the humanbrochure hashtag reaching number three in Australia on Twitter.

The drive achieved an overall "social reach" of more than 4.2 million in the first weekend and 4.3 million in the second.

Douglas Nicol of The Works, the agency that created the initiative, described it as a "courageous" move.

"Entrusting the marketing of Canberra to 500 social-media savvy people was a brave step for Australian Capital Tourism to take, but the results speak for themselves," he said.

"The response from the participants has been overwhelmingly positive and has exposed what the nation's capital has to offer to a much larger and more engaged audience that more traditional media would have been able to achieve."

Australian Capital Tourism director Ian Hill said the campaign had proved to be a "fantastic way" of spreading information about activities on offer in the Australian capital.


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