Canberra Times (October 30, 2012) announced an overwhelming positive response to the Australian Capital Tourism campaign in its first weekend. Organizers deemed the “social media frenzy” to be successful – and “beyond their expectations.” Some data is still being analysed, but initial results were promising. Australian Capital Tourism director, Ian Hill, said that the first weekend of the campaign (the Human Brochure campaign) had 4,300 tweets, 2,700 Instagram images, and 1,100 Facebook comments. On Twitter, #humanbrochure trended in Australia’s top five most-tweeted subjects, indicating widespread interest. Similar campaigns would expect to have an 80% positive attitude toward a product or service, and the initial statistics for the weekend show higher figures. Ian Hill said that, so far, 92% of posts were extremely positive with participants recommending Canberra as a holiday destination to their online followers. It’s not sure, at this early stage, whether t...
REJECT GREED; TREAD LIGHTLY; CARE LOCALLY; RESPECT DIVERSITY ... by Martina Nicolls