Chris Chambers: Daring Campaigns from Queensland

•

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SoMeT: A New Model for Destination Marketing

“Great ideas are messy,” Chambers proclaimed in his presentation. “You have to learn as you go,” he added. Chris’ team at Tourism Events Queensland dreamed up one of the world’s best-known destination marketing campaigns, the Best Job In The World. It was a surprising contrast. The Best Job in the World campaign reached millions of potential travelers around the globe, while Room 753 leveraged bloggers who had lesser but specific followings. The two campaigns did have a common ingredient, however: turning content over to people outside of the DMO. Highlights of the presentation are highlighted here in our blog: http://www.sometourism.com/chrischambers/

Reisen

Tweet
#SoMeT14EU
with
#reeflive
or
#remotecontrol
for
your
choice
of
case
studies.
Fastest
fingers
first
&
wins
@Queensland
merchandise
pack

KPI
/
Target
Achieved
Total
Site
Visits
400,000
On
day
1
Total
entries
12,000
34,000
+
Maintain
engagement
423,350
votes
received
Awards
won
Many,
including
three
Cannes
Lions
Search
engine
traffic
Only
9%
(Usually
expect
much
higher)

What
does
#room753
mean?
Tweet
your
answer
#SoMeT14EU
and
@ckjchambers
Queensland
merchandise
pack
to
the
first
correct
answer

#room753
results
(end
February)
• Six
visits
completed
• Variety
of
content
through
key
channels
• 12.1
million
impressions
(on
twiber
alone)
• NPS
all
HIGH!
Each
influencer
would
recommend
– Queensland
as
a
holiday
desHnaHon
– Queensland
to
other
bloggers
– Bloggers
work
with
TEQ

• Ig
@j
onadam8
2
As
of
Monday
night
53,915images
on
instagram
with
#thisisqueensland
@alexkorica

Regular
contributors
to
your
hashtag
Possible
rewards:
• Small
gihs
@garry_norris
• Share
their
content
• Invite
on
famil
trips
• Organise
instameets

Tourism
businesses
Reward
by:
• Sharing
their
content
• Featuring
content
• Send
them
DI’s
@ladyellio6slandecoresort

DI’s
Ensure
relevant
hashtags
are
included
in
travel
documentaHon
@theplanetd

DMO
Staff
Organise
training
sessions
Feature
their
content
@piggysHngray

4
Build
“your”
plaqorms
(Including
the
ones
you
“rent”.)

5
Listen
in.
Engage.
(But
not
in
a
stalkerish,
creepy
kind
of
way.)

1. Great
work
gets
your
arse
kicked
2. Impress
DI’s
3. Share
the
heavy
lihing
4. Build
your
plaqorms
5. Listen
in.
Engage.
6. Take
the
road
less
travelled

Chris Chambers: Daring Campaigns from Queensland

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