• 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



21augallday23allday2019 Victorian Visitor Information Services Summit(All Day) Holmesglen at Eildon

23aug10:30 am1:00 pmRegional Industry Conversations - Phillip Island10:30 am - 1:00 pm AEST Ramada Resort Phillip Island - Bass room

27aug1:00 pm3:30 pmRegional Industry Conversations - Wangaratta1:00 pm - 3:30 pm AEST Wangaratta Performing Arts & Convention Centre

29aug5:00 pm7:30 pmRegional Industry Conversations - Lakes Entrance5:00 pm - 7:30 pm AEST Lakes Entrance


04sep10:30 am1:00 pmRegional Industry Conversations - Eastern Melbourne10:30 am - 1:00 pm AEST Ringwood - TBC Melbourne

04sep6:00 pm8:00 pmVTIC 2019 Spotlight on a Member - Auscarts RacingConnect and reconnect at our monthly Spotlight on a Member 6:00 pm - 8:00 pm Auscarts

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12sep6:00 pm8:00 pmYTN presents: Building Big Ideas - Discover your Inner Entrepreneur6:00 pm - 8:00 pm


30oct4:30 pm6:30 pm2019 VTIC Annual General Meeting4:30 pm - 6:30 pm


28nov6:00 pm11:00 pm2019 RACV Victorian Tourism Awards6:00 pm - 11:00 pm AEST Melbourne Convention and Exhibition Centre