Please select your home edition
Edition
Southern Spars

Hamilton Island expands social media campaign

by Sophie Baker on 5 May 2013
Hamilton Island Social Media Campaign - Resort pool45 Hamilton Island Photography http://photos.hamiltonisland.com.au
Following the success of Hamilton Island’s inaugural Ultimate Instameet, Australia’s premier island destination has unveiled a short documentary of the global social media initiative, as well as announced a second Instameet in May 2013.

The YouTube documentary features Australian and American Instagrammers, including ambassadors Hayden Quinn and Annabella Barber experiencing the Island for the first time during the weekend Instameet.

They captured their experiences on Instagram, from snorkelling at the Great Barrier Reef, visiting nearby Whitehaven Beach, and climbing Passage Peak to see the sun rise over the Whitsunday islands, reaching over 815,000 of their Instagram followers alone, and well over eight million people through other social media outlets, including Tourism Australia’s Facebook and Instagram accounts.
[Sorry, this content could not be displayed]
Nick Baker, Tourism Australia’s Executive General Manager Consumer Marketing said: ‘The internet and social media has completely transformed the way we research, plan and book our travel. The destination marketers that are going to do well in this new digital age are the ones that are enthusiastic and ready to embrace this changing landscape by creatively integrating digital, social media and advocacy into their core marketing and commercial activities.’

Glenn Bourke, Hamilton Island’s CEO, said: ‘Social media has proven to be a cost effective way to reach a broad, yet targeted, socially-savvy audience. Through harnessing this potential imaginatively, we’re seeing significant increases in our global community of fans and advocates.’

The inaugural Ultimate Instameet generated significant content for the Island to utilise through its social media channels, including over 640 photos in one weekend alone.

Over 50 of these images made Instagram’s highly sought after ‘Popular’ page, which appears on all 100 million active users’ feeds. The Instameet photos also received over 850,000 ‘likes’, and 17,500 comments, creating a global conversation.

Nick continued: ‘We know that compelling destination content can play a big part in stimulating people’s desire to explore and travel and, in that respect, I'm pretty sure that Hamilton Island won't be found wanting.’

Since launching the inaugural Ultimate Instameet last October, Hamilton Island’s Instagram followers have increased by over 3,000% from a modest 269 followers to 8,524, and growing steadily. The Island’s Facebook fans have also increased by over 20%, and a new Community Manager role has been created to solely focus on managing the Island’s social media outlets.

Sophie Baker, Hamilton Island’s Senior Communications Manager, said: ‘We are exceedingly happy with the first phase results. This unique below-the-line campaign spoke directly to the ‘Belongingness’ layer of the social media community. The community layer of the individual, which is best served with rich content experiences that share stories and present opportunities to contribute to the experiences of others within the audience. This shift from transactional to contextual content not only increased the quality of individual brought to our audience, but also reinforced the shared sense of ‘buy-in’ required to unify and direct our audience’s attention in a sustainable way over time.’

Determined to continue this success and reach an even wider audience, Hamilton Island is now planning to host its second Ultimate Instameet in May 2013, this time inviting Instagrammers from the United Kingdom to come down under and experience this Australian slice of paradise. Four Australian competition winners along with some new ambassadors will join a competition winner and an ambassador from the UK.

‘We reached over eight million people through social media alone during the first Instameet, and we plan to surpass this through our second. With over one billion users globally on Facebook, Instagram, You Tube and Twitter, social media presents an incredible marketing opportunity if used effectively,’ Sophie concluded.

View the Hamilton Island Ultimate Instameet YouTube documentary here:
Naiad/Oracle SupplierZhik ZKG 660x82T Clewring J-class

Related Articles

World's First photochromic bi-focal sailing glasses by BZ Optics
BZ Optics, an Australian start-up company have just developed unique sunglass which is specifically designed for sailors BZ Optics- an Australian start-up company have just developed a unique sunglass which is specifically designed for sailors who require glasses to read their watch, computer, digital screens or charts while sailing in no or low light conditions.
Posted on 28 Sep
Mirabaud Yacht Racing Image exhibition at the World Sailing conference
The Mirabaud Yacht Racing Image award keeps growing and improving its structures. World Sailing’s annual conference reassembles World Sailing member national authorities, Committees, Sub-committees, Commissions, Class Associations, sailors, event organizers, boat manufacturers and observers. Up to 700 delegates are expected in Barcelona this year.
Posted on 26 Sep
Olympic Gold medalist and Volvo Ocean Race winner up for WS Board
Torben Grael (BRA) is amongst the 15 nominations for one of seven places on the Board of Directors of World Sailing Torben Grael (BRA) is amongst the 15 nominations for one of seven places on the Board of Directors of World Sailing in November. The five times Olympic medalist, Volvo Ocean Race winner and several times America's Cup competitor will bring a much needed sailing edge to the Board of World Sailing if he can navigate the politics of the controlling body of the sport.
Posted on 25 Sep
Southern Spars en route to Monaco – Stand QSE2
It’s been another big year for the NZ based company, there's lots of exciting things to talk about the Monaco Yacht Show It’s been another big year for the New Zealand based company, giving us lots of exciting things to talk about at the 2016 Monaco Yacht Show like our two big projects Adix and Aquijo. Adix, the three-masted 65-metre Dykstra schooner, has been transformed by a rig refit by Southern Spars and Future Fibres.
Posted on 22 Sep
Tony Parker - Basketball player and ambassador of the Bridge
Tony Parker, basketball player with an exemplary sporting career, took advantage of visiting France to launch 100 Club This important meeting took place last Saturday morning on 17th September in Nantes, between Tony Parker, godfather to the Bridge, and the companies which support this Franco American initiative, which will celebrate 100 years of fraternal exchanges between two countries. Tony Parker, the basketball player with an exemplary sporting career, took advantage of visiting France to launch the 100 Club
Posted on 22 Sep
Terry Kohler, driving force of North Technology dies at 82
Terry Kohler who purchased North Sails was the driving force behind the North Technology Group, has died aged 82 Terry Kohler who purchased North Sails from Lowell North over 30 years ago and was the driving force behind the North Technology Group, has died aged 82. With the combined company of North sails and Southern Spars, Kohler created the 'Engine above the Deck' concept which married the technology used to build the sails and spars to be designed and work as an integral unit.
Posted on 21 Sep
The Newport International Boat Show is opening next week!
Newport Exhibition Group has secured a record number of exhibitors, and organized more educational activities Newport Exhibition Group, owners and producers of the Newport International Boat Show, announced today that it has secured a record number of exhibitors, and organized more educational activities and attractions for showgoers than ever before.
Posted on 9 Sep
Brookes and Gatehouse Videos with Knut Frostad
Navico, the parent company for Brookes and Gatehouse (B&G), Simrad and Lowrance have prepared some terrific videos Navico, the parent company for Brookes and Gatehouse (B&G), Simrad and Lowrance have prepared some terrific videos with Knut Frostad, the legendary Volvo Ocean Race sailor and former CEO. See him talk about sailing in general, the B&G product choices and placement he made for his own boat, and then why he loves his Outremer 5X.
Posted on 8 Sep
Bavaria C57 – Something big is coming
Bavaria Yachts presents a new revolutionary sailing yacht, in the form of the new Bavaria C57, at the Yachting Festival Bavaria Yachts presents a new revolutionary sailing yacht, in the form of the new Bavaria C57, at the Yachting Festival in Cannes. The innovative design, the smart layout, the high-quality equipment and build quality, and the impressive performance set new standards - and not only for Bavaria Yachts. …..Something big is coming.
Posted on 8 Sep
Zhik sailors win 17 sailing medals at 2016 Olympic Regatta
The 2016 Olympic games are over and what a Games they have been - Zhik sailors dominated Zhik sailors won almost 60% of the medals contested at Rio de Janeiro. It was a regatta which tested sailors and gear - with one day being the most severe conditions ever experienced at an Olympic regatta. For the Zhik team riders on the waters of Rio, four years and more of hard work and dedication have paid off for many.
Posted on 29 Aug