• Victoria Tourism Industry Council (VTIC)
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Forget the Passport and Explore Australia

12 /12/ 2018 Comments are Closed

To gain exposure for the new Quality Tourism Accredited Business trademark and to get travellers excited about potential holiday plans leading into Christmas and summer, we ran the Forget the Passport (#ForgetThePassport) Facebook campaign for 3 weeks in November.

The extremely successful campaign, hosted on the Quality Tourism Australia Facebook page, was an excellent way to engage keen domestic travellers by showcasing some hidden, and not-so-hidden, locations around Australia.

Using bold and eye-catching imagery, the campaign highlighted some of the incredible locations and experiences Australia has to offer, boldly pitching them against some of the most desired and frequented destinations around the world. A range of creative content was published, mixing high-resolution photography with moving graphics, that reached and engaged our target audience. The weekly competitions, supported with giveaways from Quality Tourism accredited businesses, proved to be a highly successful incentive to further engage travellers.

The primary objective of this campaign was to gain exposure for the trademark, starting the journey for travellers to associate it with quality Australian tourism experiences. Future campaigns will continue this messaging and focus on driving visitation to the consumer websites www.trustthetick.com.au and www.starratings.com.au

The Facebook posts sparked thousands of reactions and comments with some travellers reminiscing over previous holidays, whilst others dreamed of future travels. There were also a handful of comments that centred around the expense of travel within Australia comparative to more accessible and cheaper overseas destinations.

The key results from the 3 week campaign period saw:

  • 191K+ people REACHED within the target audience
  • 7K+ people ENGAGED with the campaign
  • 4K+ people VIEWED the moving graphics
  • 215 new PAGE LIKES on the Quality Tourism Australia Facebook page

The results of the campaign clearly show the great opportunity that is present for Quality Tourism accredited businesses and the exposure that can be achieved. With this success in mind, we are eagerly looking forward to our next planned campaign to further build upon our ongoing social media strategy.

VTIC

About the Author

VTIC

The peak body for Victoria's tourism and events industry, VTIC represents key industry associations and operators, with over 1400 members.

Events

january

23jan2:00 pm3:30 pmVictorian Chamber Presents: Fair Work Update2:00 pm - 3:30 pm Online

february

06feb6:00 pm8:00 pmSpotlight on a Member at Auscarts Racing6:00 pm - 8:00 pm Auscarts Racing

12feb9:00 am5:00 pmDestination Melbourne presents: Playful Tourism9:00 am - 5:00 pm Holiday Inn Melbourne on Flinders

12feb5:45 pm7:30 pmVictorian Chamber Presents: Business After Dark5:45 pm - 7:30 pm Marvel Stadium

19feb8:00 am10:00 amVictorian Chamber Presents: ignite+Swinburne8:00 am - 10:00 am Swinburne Advanced Manufacturing and Design Centre

20feb10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online

26feb8:30 am3:00 pmFeatured2019 VTIC Visitor Economy Forum and Tourism Australia Industry Briefing8:30 am - 3:00 pm Melbourne Convention and Exhibition Centre

march

06mar6:00 pm8:00 pmSpotlight on a Member at Melbourne Star Observation Wheel6:00 pm - 8:00 pm Melbourne Star Observation Wheel

15mar7:45 am10:00 amVictorian Chamber Presents: Grand Prix Breakfast7:45 am - 10:00 am Carousel

20mar10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online

20mar5:30 pm8:00 pmVictorian Chamber Presents: Fast Forward - Speed Networking5:30 pm - 8:00 pm RACV City Club, Bayside Room 4, Level 2

26mar9:00 am5:00 pmDestination Melbourne presents: Aboriginal Tourism Workshop9:00 am - 5:00 pm Holiday Inn Melbourne on Flinders

28mar12:00 pm4:00 pmVictorian Chamber Presents: AFLW Grand Final Lunch12:00 pm - 4:00 pm Marvel Stadium

april

03apr6:00 pm8:00 pmSpotlight on a Member- Save the Date6:00 pm - 8:00 pm

17apr10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online

may

01may6:00 pm8:00 pmSpotlight on a Member- Save the Date6:00 pm - 8:00 pm

22may10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online

june

05jun6:00 pm8:00 pmSpotlight on a Member- Save the Date6:00 pm - 8:00 pm

19jun10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online

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