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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in