TL;DR: “From One Spokesperson To Millions”
Think
social media
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community
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trust
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tourism
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audiovisual
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authenticity
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australia
,
campaign
,
ugc
A tl;dr version of “From One Spokesperson To Millions” the brilliant 45-minute longread by @jessedee on taking one of the most successful campaigns of all time - Paul Hogan’s 1980s Tourism Australia campaign - and updating it for the age of user-generated content. Some key quotes:
“Skift.com (a popular travel industry publication) looked at the most followed brands and influencers on Instagram in the travel category. Out of the 200 most liked and commented photos from this group, 197 came from the @Australia account…
Features on @Australia are not staged and come from real people who are experiencing the product… As legendary ad man William Bernbach said ‘The most powerful element in advertising is the truth.’ Nowhere more so than in social media… Social media can only highlight the truth... Nobody tells a story about a destination more effectively and more authentically than the people who live there and who experience it….
In a media landscape such as social media where anyone can have a voice, if your audience is the hero of your story, they will carry your brand and take it places much further than you ever could on your own.”
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See also: Communication Strategy , Content Strategy , Online Community Management , Social Media Strategy , Content Creation & Marketing , Communications Tactics , Social Web , Politics , Communications Strategy