Australian Capital Tourism's 'Human Brochure' campaign sends 250 applicants to ACT - resulting in major social media buzz via The Works

Successful humans were asked to share their first hand experiences through social media channels including Instagram, Pinterest, Twitter, Facebook and others.
 
Some 4,339 Tweets were sent over the two-and-a-half day trip with the #HumanBrochure hashtag trending in the top five throughout the period, and topping the list on occasion, beating the Windows 8 launch, Halloween and even Justin Beiber for a short time.
 
In addition some 2,762 Instagram photos were also shared on the Human Brochure website which is aggregating all content using #HumanBrochure. More than 1,000 Facebook posts were also made.
 
The campaign reached an estimated 4.2 million Australians.
 
Sentiment analysis of social media activity showed visitors overwhelmingly had a positive experience and shared some fantastic stories and imagery of Canberra.
 
Says Ian Hill, director of Australian Capital Tourism: "The weekend was a big success with a fantastic level of engagement and sharing. The campaign has been designed to broaden the appeal of the ACT and show the real side of what our fabulous destination has to offer.
 
"Outdoor adventure, food and wine, arts and culture and family friendly activities topped the list."
 
Says Douglas Nicol, creative partner and director at The Works: "The concept was simple, get social media influencers to experience Canberra and tell people about it, and that's exactly what they've done across all social media platforms. The numbers are beyond our expectations and importantly the sentiment is also overwhelmingly positive."
 
The next round of 250 Humans will visit Canberra from 15 - 17 February 2013.