Tourism NT recruits Instagram trio for new social media campaign

Three of Australia’s top Instagrammers are set to showcase the Red Centre through an industry first social media campaign.

In what it claims is an industry first social media strategy, Tourism Northern Territory (NT) has recruited three Australian Instagram giants to showcase the Red Centre using the platform’s hyperlapse video function.

The ‘Hypermeet’ campaign is set to promote Alice Springs as the gateway to the Red Centre via participating influencers, Matt and Mia Glastonbury, along with Matthew Vandeputte.

With a combined Instagram following of more than 175,000, and a Google Plus following of 1.3 million, the trio are already avid users of Instagram’s hyperlapse app, which allows influencers to accelerate up to 45 minutes of footage into a 15-second video clip. All three Instagrammers have begun a six-day journey from Alice Springs to Kings Canyon and Uluru, where they will continue to shoot and upload their hyperlapse content.

Tourism NT executive director of marketing, Adam Coward, said the influencers will be uploading four pieces of content per day, including a range of hyperlapse video, timelapse and still photography. Content from the Hypermeet will then be leveraged across a variety of platforms, notably Instagram, YouTube, Facebook, Twitter and Google Plus.

“Given the production requirements for timelapse, a mixture of content will be captured,” Coward said. “This also allows for asset versatility across social media platforms and other campaign uses.”

Coward said leveraging video content is a strategic priority for Tourism NT, having just launched a Virtual Journeys initiative to target trade partners. Timelapse and hyperlapse content aligns with Tourism NT's overarching strategy and assists in conveying the territory as an active holiday destination, he said.

“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,” Coward said. “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.

According to NT chief minister, Adam Giles, Hypermeet aims to bring the Territory to life for the 41 per cent of Australians considering a trip to the region, but are yet to book.

“Since hosting Australia’s first Instameet, we’ve seen this social media format take tourism marketing by storm,” Giles said. “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.”

As part of its overall social media marketing strategy, Tourism NT also engaged professional Instagrammer, Lauren Bath, as an ambassador through its ‘Mates of Territory’ program. Since the campaign’s launch in May last year, Bath 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 per cent rise in domestic visitation to the NT.

CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in