101 social media savvy Canberrans wanted for next tourism campaign via The Works, Sydney

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101 Humans.1.jpgThe next phase of the award winning Human Brochure campaign, 101 Local Humans, has launched with Canberra’s tourism destination marketing body VisitCanberra calling for 101 social media savvy locals to take part of a campaign via The Works, Sydney.

 

During the national capital’s 101st year, VisitCanberra wants 101 Canberrans to apply for one of 101 spots via 101humans.com.au to be part of this innovative campaign.

101 Human.2.jpgSuccessful applicants must have a flair for telling stories and like discovering and sharing new things. They’ll receive a taste of the very best tourism experiences the city has to offer, enjoying exclusive after hours events. They will also get theopportunity to invite a local and interstate friend or relative to Canberra at the end of October to share in one of 101 VIP experiences.

 

According to the latest National Visitor Survey, while there has been a 34% increase in interstate domestic visitors coming to Canberra to visit friends and family, awareness from locals on what to do and where to stay is low.

 

A month long recruitment phase using, radio, print, digital and PR has started with the successful 101 Local Humans discovering and sharing the very best tourism experiences the city has to offer.

 

To apply, locals need to be social media savvy and live within a 101-km diameter of the Canberra GPO. VisitCanberra will use social media-monitoring tools to measure applicant’s social media credentials, looking at both their reach and sentiment of content posts. Applications close on 10 April.

 

Says Douglas Nicol, creative partner at The Works said: “Social media advocacy is now a well established tool in destination marketing as we know people prefer suggestions and reviews from their trusted network of families and friends.

 

“We’re looking for 101 Canberra locals to explore what their city has to offer and become the guides for their interstate friends and family.”

 

Says DyIan Hill, VisitCanberra director: “The first Human Brochure campaign was a great success and delivered increased awareness of what Canberra has to offer as well as tangible returns to our tourism providers. 

 

“The latest campaign will actively involve the successful 101 Local Humans in destination activities and provide them with the tool and channels to share and amplify their stories with potential visitors.”

 

Tourism is worth more than $1.65 billion to the ACT economy, employing about 16,000 Canberrans. Through this campaign VisitCanberra has been working with more than 60 tourism industry partners and has leveraged additional financial and in-kind contribution in addition to its financial investment of $350,000 in 2013-14 for this innovative campaign.