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Tourism NSW: Social Media Youth Campaign

Tourism NSW: Social Media Youth Campaign

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Published by chris tappenden
A case study which demonstrates the value of a creative design strategy to support campaign objectives in Social Media applications.
A case study which demonstrates the value of a creative design strategy to support campaign objectives in Social Media applications.

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Published by: chris tappenden on Oct 09, 2009
Copyright:Attribution Non-commercial

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05/25/2012

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youth market social media campaign

challenge
With the youth market already contributing 37% of international visitor arrivals in new south Wales, tourism nsW were keen to further encourage young travellers to visit sydney and extend their stay. acknowledging word of mouth as an effective channel, tourism nsW recognised a need to generate content containing a balance of information, opinion and entertainment which would position sydney as the ultimate destination to the 18-30 demographic.

7 days in sydney creative

strategy
through a casting call run on Facebook, one irish girl and one British guy were flown out to sydney for seven days to sample everything sydney has to offer. as well as being filmed during the “7 days in sydney” campaign they tweeted, twitpic’d and blogged about their adventure. post seven days this vast bank of content is used on an ongoing basis to seed into blogs, forums and social networking sites where the target market play.

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facebook Name
position, company

place logo

landing page tab
a youth-targeted creative concept was developed showcasing the two chosen visitors to sydney, dervs and cuzzy, as well as some of the city’s more iconic landmarks. a campaign specific FBml landing page tab was designed and built on the sydney australia Facebook page allowing users to click through to campaign videos, photos, the 7 days in sydney twitter account and blog, plus alliance partner travel deals.

page profile graphic
With limited creative opportunity on the Facebook page wall a campaign-specific twist was given to the existing profile image.

wall graphics
FBml boxes were built with campaign promo tiles linking through to the landing page tab.

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twitter + wordpress blog Name
position, company

place logo

twitter background
the campaign creative was extended to a twitter background design for real time updates on dervs and cuzzy’s sydney adventure.

wordpress blog
For more in-depth daily updates on their adventures dervs and cuzzy blogged through a custom designed Wordpress blog. photos and videos were posted as well as google maps itineraries for each of the seven days.

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you tube + flickr Name
position, company

place logo

you tube channel
daily videos were loaded to a custom designed you tube channel.

best city in the world blog
a sydneysider blogging presence was established to seed the content generated from the 7 days in sydney campaign. Visually this needed to look different to the 7 days campaign creative. the content is posted on an ongoing basis to both the “Best city in the World” Wordpress blog and other blogs, forums and social networking sites where the target market are active.

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