The document summarizes a campaign by Tourism New South Wales to promote Sydney tourism. They partnered with a social media company to run a 6-week competition with 20 bloggers, giving them challenges to complete around Sydney. The goals were to encourage connection and collaboration among the bloggers, give them ownership over content, and showcase their experiences. The results were over 477 blog posts across 25 venues with over 86,000 views, successfully promoting Sydney through the bloggers' networks.