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Social Media And Advertising

All these social media tools emerging are changing the traditional advertising landscape. It’s a whole new world of advertising and marketing and for business not only is it proving successful it is cost effective. No business who needs to advertise to sell a product of service can afford to ignore this. Tourism Queensland’s recent “The Best Job in the World” advertising campaign is the perfect example of an advertising campaign in this new world of youtube, twitter and facebook!

According to Tourism Queensland chairman Don Morris the campaign generated

best-job-in-the-world

  • 34,000 entries from almost 200 countries
  • Media coverage valued at more than $200 million
  • 3 Grand Prixs at the Cannes International Advertising Festival
  • Increased tourist numbers already

All this at a cost of $1.7 million! Compare this with Tourism Australia’s $40 million sponsorship of the Baz Luhrman film Australia. $1.7million VS $40 million of tax payers money?

Also in relation to social media, I was interviewed today by Kevin Turner for his website RE Uncut. Kevin provides the public with interesting daily podcasts on real estate issues which aim to inform, educate and entertain real estate agents. We had a discussion about online advertising, social media and the future of real estate marketing. I will provide a link to this interview when the podcasts become available from July 13th, 2009.

{ 1 comment… add one }

  • Greg Vincent July 6, 2009, 11:04 am

    Kylie, Great insight. This is a perfect example of a measurable, cost effective opt-in marketing campaign v’s a passive, unmeasurable campaign.

    Not only is Tourism Australia’s campaign cheaper. Imagine the ongoing email marketing campaigns that Tourism Australia can now do to promote Australia.

    They will be able to communicate with those clients for years to come or at least for as long as those applicants remain subscribed. It’s good to see the advertising industry recognising effective internet marketing campaigns that get results rather than the quirky, clever ads with no measurable results..

    Whilst the movie ‘Australia’ may have had an impact on tourism, it is unmeasurable & will always remain unmeasurable, especially as it becomes yet another great movie collecting dust in the weekly hire shelves of video stores.

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