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Social Sharing Delivers for Canberra Tourism


More than 14,500 online posts made over two weekends

Social Sharing Delivers for Canberra Tourism


More than 6,000 Tweets, Facebook posts and Instagram pictures were posted during the second weekend of a major social media advocacy campaign to promote Canberra as more than a daytrip destination.
Following the success of the first Human Brochure weekend in October last year a further 250 visitors from across the country spent 15 to 17 February in the nation’s capital taking part in a variety of fun and interactive activities across four streams: food & wine; arts & culture; family fun and adventure.
The campaign developed in partnership by Sydney advertising agency The Works together with Australian Capital Tourism called for 500 Humans to visit Canberra and share their experiences on social media platforms using #HumanBrochure. All posts that included the hashtag were then aggregated at
In excess of 31,000 people applied to be one of the 500 selected to take part in one of the two weekends.
There were 3,443 Tweets sent during the latest two-and-a-half day trip with #HumanBrochure trending in Australia throughout the weekend. Some 2,190 Instagram photos were shared and there were 743 Facebook posts. In addition 80 Foursquare check-ins were made. In all the social sharing is estimated to have reached 4.3 million people.
Sentiment analysis of the posts using #HumanBrochure – which were not moderated – was 93%positive/neutral.
Over the both weekends more than 14,500 posts were made across social media platforms.
Ian Hill, director of Australian Capital Tourism said: “As with the first weekend we have once again seen a fantastic level of engagement and social sharing from those who havebeen able to enjoy what the ACT has to offer.
“The purpose of this campaign was to broaden the appeal of the nation’s capital beyond a day-trip destination and create greater advocacy. Our wonderful ‘humans’ that took part have been engaged and immersed in the range of activities and experiences that we have available in Canberra.”
Douglas Nicol, creative partner and director at The Works added: “We know people treat recommendations and reviews from their friends more seriously than traditional advertising so using social media was the right tool for us to promote Canberra. Australian Capital Tourism took the brave decision to invite 500 social media influencers to share their experiences, both good and bad, across social platforms and the results have gone well above expectations while more importantly deliveringtangible business results.”
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Categories: Travel, Wed, 20 Feb 2013 09:47:09 GMT