Phil Sandford: Releasing Control

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SoMeT: A New Model for Destination Marketing

Video content from consumers. ___ About SoMeT = A new model for destination marketing. SoMeT is a program that gathers the top destination marketers from around the globe. SoMeT conferences take place three times a year in Europe, Australia, and United States. Follow SoMeT on Twitter: https://twitter.com/SoMeTourism Like SoMeT on Facebook: https://www.facebook.com/SoMeTourism Learn about where the next SoMeT global conference is taking place http://www.sometourism.com/

Reisen

Releasing

control

in
order
to
gain
an
edge.

Through
Local
Eyes

www.youtube.com/
southaustralia

Kids,
Crabs
and
the
Best
Day
Ever

135,000
views

Kids,
Crabs
and
the
Best
Day
Ever

135,000
views

Made
by
a
commercial

photographer

Kids,
Crabs
and
the
Best
Day
Ever

135,000
views

Made
by
a
commercial

photographer

For
$8,000

Through
Local
Eyes

Talented,
creative,
passionate
locals

showcasing
the
State
through
their
eyes.

Through
Local
Eyes

Talented,
creative,
passionate
locals

showcasing
the
State
through
their
eyes.

28
short
@ilms
to
date

Through
Local
Eyes

Talented,
creative,
passionate
locals

showcasing
the
State
through
their
eyes.

28
short
@ilms
to
date

Involving
more
than
70
South
Australian

Ailmmakers,
producers
and
musicians

1.1
million
views

31,258
hours
of
watched

South
Australian
content

3
½
years

Standing
out

in
a
busy
commodotised

category

Adelaide
Public servant, Camry, Wine, ABC, Golf

“Advocacy
Marketing”

+

90%
of
customers
trust
recommendations
from
peers.

70%
trust
online
opinions
(from
strangers).

Trust
in
advertisements
is
as
low
as
30%

-‐
Nielson,
2009

Values:

Creative,
Innovative,
Industrious

Consumer
Bene@it:

An
eclectic
visual
journey
beneath

the
surface
of
South
Australia

Attributes:

Raw,
edgy,
refreshing,
unexpected,
honest

Role:

Uncovering
and
sharing
the
soul
of
the
state,

through
the
eyes
of
passionate,
creative
locals.

Promise:

Inspiration
beyond
information.

Finding
the

Ailmmakers

YouTube
and
VIMEO

Give
them
their
dream
[open]
brief

How
would
you
show
a
refreshing,
unexpected,

youthful
side
of
the
state
that
you
love?

Commission
@ilms
that

address
misconceptions

Brief
and
approve,

then
get
out

of
the
way.

No
scripts

No
storyboards

No
interfering

Then
share
with
the
world!

Use
bought,
owned
and
borrowed
media.

Earn
shares
based
on
quality
content

Lesson
2

Start
small.

Then
scale.

[It
makes
it
easier
to
sell
in!]

Lesson
3

Be
open
minded
with

who
you
involve
initially.

Then
narrow
in.

Lesson
4

Narrative
@irst.

Destination
second.

Lesson
5

Release
control.

Embrace
outside
perspectives.

Lesson
6

Throw
yourself
into
it.

Become
the
expert
in
this
space.

Lesson
7

Be
cynical

Your
consumers
are!

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