Rid­ing on so­cial me­dia

The Star Malaysia - Star2 - - TRAVEL -

Per­haps the best ex­am­ple of clever Face­book mar­ket­ing is Tourism Aus­tralia’s page (www.face­book.com/ SeeAus­tralia) which boasts more than five mil­lion fans – the big­gest desti­na­tion fan page in the world – and a 7% en­gage­ment rate, as of Nov 7 last year.

The coun­try’s tourism board holds brag­ging rights to cre­at­ing one of the most suc­cess­ful travel cam­paigns in the world with its “Best Jobs in the World” strat­egy that ev­ery year in­vites young adults to ap­ply for jobs like “Chief Fun­ster” and “Out­back Ad­ven­turer”.

A Face­book bench­mark­ing re­port pub­lished last Oc­to­ber from So­cial Pulse also found that pages about air­lines, travel and tourism boasted more than nine mil­lion fans among users in Aus­tralia last Septem­ber – sec­ond only to TV shows.

Af­ter aus­tralia.com, the most pop­u­lar travel-re­lated Face­book pages were Visit Queens­land, Aus­tralia, Dream­world and Qan­tas.

Google’s head of travel Sarah McDon­ald also un­der­scored the in­creas­ing im­por­tance of video in­tro­duc­tions to ho­tels and des­ti­na­tions at the Lon­don con­fer­ence, call­ing the medium “the brochure of the fu­ture”.

“It’s a pow­er­ful way to reach the tar­get au­di­ence and push out a story.

“Peo­ple are def­i­nitely seek­ing con­tent on YouTube,” she said. – AFP Re­laxnews

Hol­i­day­mak­ers are turn­ing to so­cial me­dia at ev­ery stage of their travel plan­ning process. — aFP photo

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