Channels employed

7 Days in Sydney: Social Media Success

A creative approach to create compelling content leaves Tourism New South Wales ahead

Challenge
Tourism New South Wales key objective was to raise Sydney as a destination of choice for youth travellers from the UK and Ireland. Although there was a variety of quality content in their media mix, TNSW were lacking any Social Media suitable content, the sole platform for this initiative. The challenge was to find a way to engage youth in social media.

Strategy
Two Social developed a hub and spoke approach in order to gain maximum reach of message in the social media space. Creating a hub in the form of Sydney Siders blog and Twitter to drive people to whilst actively seeding content in the areas of identified targets. Two Social employed a two pronged strategy containing both offensive and defensive elements: Defensively: An identity was created in the form of an Avatar called Sydney Siderwhich allowed a pre-campaign credibility and following to build across Twitter and Sydney Siders Best City in the World blog. This created a platform from which to convey messages and content created from the 7 Days in Sydney campaign and created a hub to drive people back to. Offensively: For content and promotion two British travellers were taken on a non-stop, 7 day adventure in and around Sydney, sharing its sites, activities and icons with the world as they did so in the form of video, messaging, written reviews and photos across Wordpress, Twitter, You Tube, Facebook and Flickr channels.

reSultS
Sydneys social media voice for the five months preceding the 7 Days in Sydney campaign was 22% share across blogs, forums and microblogs. This increased by 60% post campaign with the most noticeable rise in microblogs, increasing by an impressive 43%. All growth was organic and not supported by any advertising or PPC campaigns. The campaign has received five awards to date including two W3 awards and was a finalist for the AIMIA Best tourism and travel category. Individual channel results show strong traction across the target market and Two Social continues to work with TNSW to track visitor numbers from the UK and Ireland.

CASE STUDY: 7 Days in Sydney

CreatIVe

CASE STUDY: 7 Days in Sydney

reSultS
SydNey ShAre Of vOice* iN SOciAl mediA december April 2009 - 22%
Content from 1 December 2008 to 30 April 2009

SydNey ShAre Of vOice iN SOciAl mediA mAy-SepTember 2009 - 39%

Content from 30 April 2009 to 30 September 2009

4% Forums

17% Blogs

1% Microblogs

4% Forums

18% Blogs

17% Microblogs

78% Unclassified

61% Unclassified

CASE STUDY: 7 Days in Sydney