Tourism Australia winning the mouse click game
Less than six months later and it has now surpassed the three million mark.
In fact even here in Australia it’s a rare week that goes by without seeing one of my Facebook “friends” sharing, commenting or liking one of Tourism Australia’s posts. The largest group of fans, comprising one third of the number, are in Australia. The next biggest fan base is from the US, then the UK, Indonesia and India.
When you see their posts, the amazing photos and what other people are sending in, it’s clear to see why it’s so popular. This week a post of a koala hanging onto someone’s leg got over 68,000 likes and almost 2500 comments.
So what did they do to thank these 3 million fans? Well, they made a kangaroo cake of course.
This “word of mouse” style marketing has been a gold mine for Australian operators. Tourism Australia’s Managing Director, Andrew McEvoy, was quoted in The Australian as saying:
“Advocacy has quickly become deeply integrated in Tourism Australia’s marketing activities, and is at the heart of the latest phase of our Theres Nothing Like Australia campaign, where we have embraced social media platforms and actively encouraged people to share their passion for Australia with their own networks,” he said.
“Word of mouse is a powerful thing and I think our approach of getting the advocates of Australia to help tell our story for us is really paying off.”
Another viral Tourism Australia product has been their latest 90 second luxury tourism commercial, apparently viewed more than eight million times in two weeks.
Here are the stats according to The Australian:
* 175,000 times on YouTube
* 240,000 times on Tourism Australia’s website Australia.com
* downloaded more than 6000 times on an interactive tablet.
Apparently most of the hits have come from China thanks to it being shown on Tudou and Youku.
Tourism Australia is also encouraging local operators to embrace the social media aspects of travel. This comes from the latest Tourism Australia media release:
“We’ve also had some great success stories from operators, like Pro Dive on the Great Barrier Reef which started offering free Wi-fi on their cruise vessels so holiday makers could share their amazing Reef experiences with their social media networks – what better way to promote their business, the City of Cairns and the Great Barrier Reef,” McEvoy said.