Destinations Australia, NZ & South Pacific

Australia creates first human brochure to attract visitors to its little known capital city

Excerpt from Brisbane Times

Aug 14, 2012 4:16 pm

Skift Take

Australia’s tourism board is offering 500 people with active social media accounts a free trip to Canberra in exchange for live status updates on their activities — if only guidebook writers could get this treatment.

— Samantha Shankman

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Evolving Strategies in Travel Ad Tech and Bookings

ACT tourism authorities will try to use viral marketing in a new $1 million campaign to promote Canberra, offering 500 people a free holiday in return for spruiking the city through social media.

Australian Capital Tourism’s ”human brochure” campaign, which began yesterday, is trying to collect ”first-hand accounts of our nation’s capital”. It is looking for people who are active on social media, and will give them – and a friend or their family – a free weekend in Canberra.

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