Tourism Australia goes social on Facebook

April 9, 2012

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Tourism Australia wanted to persuade Singaporeans to cast their lot Down Under; to dig deeper, go further and to explore Australia in a more socially intriguing manner.

Now, there’s 101 ways to like Australia on Facebook. We took to social media, press and radio to showcase 101 unforgettable experiences, from snowboarding to whale-watching and camel-riding, and the one place to do them all.

In a first for Tourism Australia, a Facebook-driven campaign, 101 Things, urged Singaporeans to caption photos of these unique experiences in return for a chance to win a two-week trip of a lifetime with effervescent FM91.3 DJ Charmaine Yee for company.

Jam-packed with action from the get-go, the itinerary is poised to take in the best of Australian nightlife, dining, shopping, adventure and nature across Victoria, Queensland and New South Wales. All of which will be shared on radio and the social web, naturally.

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In just 1 week, the number of Singaporeans following Tourism Australia on its Facebook page has grown by over 20%. Submissions are into the hundreds, and thousands more have seen the lesser-known sights of Australia in print, online and on air.

Visit the campaign site at www.australia101things.com before 15 April 2012 and find an adventure to call your own.

The next time you ask “101 things to do, where do I start?”, we’ll say, ‘For everything under the sun, there’s nothing like Australia.”

Note: For internal circulation only. Should you wish to report or reproduce this case study, kindly contact pr@sg.ddb.com

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