SOCIAL MEDIA STRATEGY FOR TOURISM & EVENTS QUEENSLAND
Challenge:
To increase awareness of Queensland as a leisure travel destination and generate incremental international visitor numbers.
Solution:
Hills Balfour developed a social media strategy which used content messaging and social PR exposure to showcase the very best of Queensland through the eyes of Instagrammers across the globe. Inspired by Queensland hosting the world’s largest ever Instameet, we exhibited 50 of the Instameet’s best images in a pop-up art gallery in central London. Partnering with Qantas and Dial-a-Flight, this also incorporated a high profile seminar with famous artists, photographers and instagrammers debating what constitutes art in the modern day and a consumer promotion to win a holiday to Queensland.
The Insta-gallery campaign had huge social reach in excess of 9,648,617 people, with a PR value of £68,204.92 and total circulation of 1, 777, 410.
In another ground breaking social media campaign, and to create buzz and hype around the Queensland brand in the UK, we launched the ‘Best Job in the World’ campaign. This involved a multi-faceted media campaign and high profile launch targeting primetime television, national newspapers, regional titles and lifestyle magazines – and all social media platforms. The award-winning campaign generated over £35million of coverage in the UK, had 425,000 visits to the competition microsite and 35,000 video job applications were uploaded.
