• Victoria Tourism Industry Council (VTIC)
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Chilly Winter Warmers

25 /07/ 2019 Comments are Closed

The recent Quality Tourism Framework winter social media campaign, “Embrace Winter, Escape Winter”, hosted on the Quality Tourism Facebook page, has been incredibly successful and achieved­­­ its goal to build awareness and increase the exposure of the Quality Tourism brand to a greater number of Australian travellers.

Centred around some of the most popular cold and warm destinations around Australia for domestic travellers, the campaign ran over 3-weeks leading into the winter season. A competition was successfully integrated with the campaign idea and ran for the entirety of the campaign.

Leveraging the existing Quality Tourism hashtags (#TrustTheTick and #FollowTheStars), consumer brand awareness and association was increased with the on-going weekly social content.

The key results from the 3-week campaign saw over:

  • 196K people reached within target audience.
  • 9K people engaged with the campaign.
  • 280 people entered the campaign competition
  • 8K people viewed the videos (3-sec views)
  • 290 new page likes on the Quality Tourism Australia Facebook page

The integration of a competition helped to stop users from scrolling through their feed and encourage them to interact with the content and business page. The results show the significant exposure opportunity and value that competitions, with giveaways, provide for audience participation and furthermore for Quality Tourism Accredited Businesses that are involved. VTIC would like to thank Quality Tourism Accredited Business, Gray Line Tours, for providing the runner up prize of a day on the snow on Mt Buller.

If you would like to be considered for future giveaways, please get In touch with Grace Maynard, Industry Development Coordinator, at gmaynard@vtic.com.au or 03 8662 5387.


Grace Maynard

About the Author

Grace Maynard



16oct5:45 pm7:30 pmVictorian Chamber Business After Dark5:45 pm - 7:30 pm Liminal

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05dec12:00 pm3:00 pmVictorian Chamber presents Janine Allis12:00 pm - 3:00 pm Melbourne Convention and Exhibition Centre

12dec6:00 pm10:00 pmYTN and yATEC Christmas Party6:00 pm - 10:00 pm Melbourne Cellar Door