Tourism NT recruits Instagrammers to showcase the Red Centre in new social media campaign

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11005217_1614066262160547_526325371_n.jpgTourism Northern Territory (NT) has launched an industry first with its ‘Hypermeet’ social media campaign, which will see three of Australia’s top Instagrammers showcase the Red Centre through the platform’s hyperlapse video function.

 

Participating Instagrammers Matt and Mia Glastonbury, along with Matthew Vandeputte, are predominantly renowned for their use of the timelapse technique; accelerating up to 900 images in a 15 second video clip. The trio are also avid users of Instagram’s hyperlapse app, which allows influencers to accelerate up to 45 minutes of footage to create a sped up effect.

11017554_659543460824161_323610771_n.jpgTourism NT’s ‘Hypermeet’ is part of a broader campaign to promote Alice Springs as the gateway to the Red Centre, with Matt, Mia and Matthew having kicked off their six-day journey from Alice Springs to Kings Canyon and Uluru on Monday. The trio will complete their trip on March 21.

 

The campaign will deliver a taste of the Territory to its influencers’ combined Instagram following of more than 175,000, and more than 1.3 million Google Plus followers.

 

Chief minister, Adam Giles, said the Hypermeet is aimed at bringing the NT to life for the 41 per cent of Australians who are considering a trip to the region, but are yet to book.

 

Says Giles: “Since hosting Australia’s first Instameet, we’ve seen this social media format take tourism marketing by storm. With this in mind, we’ve created the Hypermeet concept, inviting influential social media players to use Instagram differently by sharing their NT experience through timelapse and hyperlapse videos, showcasing everything there is to see and do.

 

“The Hypermeet campaign is timed to coincide with our Alice Springs campaign, putting renewed focus on marketing the town as the gateway to the Red Centre. Developing this kind of new and industry-leading social media campaign is an important part of our marketing strategy. The endorsement of these influential third party advocates is invaluable.”

 

Tourism NT’s Hypermeet campaign follows the success of its Instameet in May last year at Darwin’s Mindil Beach Sunset Markets. The event saw seven prominent Instagrammers, with a combined following of more than 800,000 fans, promote one of the Top End’s iconic attractions to the world.

 

As part of its overall social media marketing strategy, Tourism NT has engaged professional Instagrammer Lauren Bath as an ambassador through its ‘Mates of Territory’ program. Since the campaign’s launch in May last year, Lauren has advocated strongly for the destination to her 380,000 followers.

 

In the year ending September 2014, Tourism NT’s marketing efforts have supported a 14% rise in domestic visitation to the NT.

 

Everyday Instagrammers are encouraged to share their timelapse and hyperlapse videos in the NT using #NTaustralia.