sail-world.com
 
 
News Home Cruising Photo Gallery Video Gallery
Sail-World.com : Hamilton Island expands social media campaign
Hamilton Island expands social media campaign


'Hamilton Island Social Media Campaign - Resort pool45'    Hamilton Island Photography
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.

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:


by Sophie Baker

  

Click on the FB Like link to post this story to your FB wall

http://www.sail-world.com/index.cfm?nid=109142

1:46 AM Sun 5 May 2013GMT


Click here for printer friendly version
Click here to send us feedback or comments about this story.







News - USA and the World



















The first annual WetaFresh is a big success by Tim Wieringa, Muskegon, MI


















Techno 293 Worlds - France and Italy claim titles by International Windsurfing Association,














420 World Championship - Singapore and Spain out front by 420 International Class Association,
















Round Britain and Ireland Race 2014 - Tactics, endurance, achievement
Alpari World Match Racing Tour moves on to Poland + Video
2014 ISAF Sailing World Cup final qualification system published
Chicago Yacht Club Race to Mackinac - Karma Sailing Group wins
Red Bull 49erFX: Easing into the Olympic scene at Rio
Kempe thrilled to invite himself to Gold Cup party
2014 420 World Championships - Singapore wins Day 2 race
Lightning strikes cut short CFJ Nationals
Etchells Invitational Cup - Girls on top in Cowes
National Sailing Hall of Fame reveals inductees
J/111 North American Championship - Wind Czar victorious
Sevenstar Round Britain and Ireland Race sets off August 10th
PWA Fuerteventura Grand Slam - Antoine Albeau victorious on day 5
Snipe Western Hemisphere and Orient Championship headed for San Diego
WPA Championships - Kids race divisions offered
New Clever Pig launched by US Sailing
America's Cup: Group agrees to co-operate in London Meeting
Copa del Rey Mapfre - Build-up reveals some remarkable enthusiasm
Marblehead NOOD Regatta - Images by Leighton O'Connor
America's Cup: Two AC72 skippers discuss Foiling Moths and the Cup
RS Feva World Championship - Brilliant sailing on day 2   
America's Cup: Alameda makes overtures on Venue hosting for San Fran *Feature   
Cape Panwa Hotel Phuket Race Week 2014 - Relishing a challenge   
Edgartown Race Weekend - BBBR and Round-the-Island Race winners named   
Etchells Invitational Cup - Aussies take early lead in Cowes   
PWA Fuerteventura Grand Slam - Antoine Albeau strikes back on day 4   
Aquece Rio – International Sailing Regatta - All set for test event   
ISAF World Sailing Rankings for 28 July 2014   
29er World Championship - All set in Kingston   
ORC World Championship - Third Course area opens for huge fleet   
Day one of the Allen RS Feva World Championships   
Anna Tunnicliffe: Final two days of the 2014 Reebok CrossFit Games   
Joachim Aschenbrenner takes gold at ISAF Youth Match Race Worlds 2014   
Maxi Soh scores double wins in CMRC Summer Doubleheader   
29er World Championship opening ceremonies in Confederation Park   
PWA Fuerteventura Grand Slam - Action resumes on day 3   
Vic-Maui Yacht Race - Polishing the silverware   
Land Rover Sydney Gold Coast Yacht Race Start 2014 VIDEO   
Laser Radial Men’s World Championship 2014- Final day   
2014 Pacific Cup - Scarlet Runner wins   


For this week's complete news stories select    Last 7 Days
   Search All News
For last month's complete news stories select    Last 30 Days
   Archive News







Sail-World.com  


















Switch Default Region to:

Social Media

Asia

Australia

Canada

Europe

New Zealand

United Kingdom


http://www.sail-world.com/event_images/image/Twitter_logo_small.png http://www.sail-world.com/event_images/image/FaceBook-icon.png  http://www.sail-world.com/event_images/image/RSS-Icon.png

United States

Cruising Northern

Cruising Southern

MarineBusiness World

PowerBoat World

FishingBoating World

 

Contact

Commercial

News

Search

Contact Us

Advertisers Information

Submit news/events

Search Stories/Text

Feedback

Advertisers Directory

Newsletter Archive

Photo Gallery

 

Banner Advertising Details

Newsletter Subscribe

Video Gallery

Policies

 

 

 

Privacy Policy

 

 


Cookie Policy

 

 



This site and its contents are © Copyright TetraMedia and/or the original author, photographer etc. All Rights Reserved.  Photographs are copyright by law.  If you wish to use or buy a photograph contact the photographer directly.
XLXL NEW US
LocalAds   DE  ES  FR  IT