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AUSTRALIA will host one of the world’s most influential bloggers in a unusual marketing strategy to attract international tourists Down Under. Fashion blogger The Sartorialist, aka Scott Schuman, who attracts more than 36 million readers a year, will visit Australia this month as part of a new push to sell tourism through online blogs.
Time Magazine has rated him among the top 100 design influencers and The Observer named him the 20th most powerful blogger in the world. Tourism Australia (TA) managing director Geoff Buckley said the program was about branching out Australia’s marketing in an increasingly digital environment.
”We recognise there are new and emerging opinion leaders, such as bloggers, who generate very high traffic and have a vast fan base which often extends across several countries,” Mr Buckley said. ”These new influencers also enable us to reach into areas of interest beyond traditional travel and tourism, giving us a wider audience which is extremely valuable when times are tough and competition between destinations is fierce.”
Other bloggers to visit include:
- UK nature blogger Andy Rouse who draws more than 50,000 hits per month;
- German lifestyle, fashion, design and photography writer Julia Knole of Lesmads.de, whose blog has in excess of 210,000 visits per month;
- And Yibo Fan, or The Colourful Map – one of China’s top travel bloggers.
Mr Buckley said TA was also using social networking sites Twitter, Bebo, MySpace and Facebook in its online push.
More than 200,000 people had become fans of TA’s Facebook page, with 1,000 new fans joining each day. Mr Buckley said the sites enabled people from around the world who had visited Australia to share their experiences. ”To facilitate genuine conversation between real people about why Australia is a great place to visit can be an incredibly powerful tool to influence people to travel to our country in the future,” he said.
The program comes amid Tourism Queensland’s “Best Job in the World” viral marketing strategy in which one lucky traveller will be paid $150,000 to explore the Great Barrier Reef and blog about it. A winner has not yet been chosen but the $1.7 million global campaign has already generated at least $100 million worth of publicity for the Sunshine State.
source: news.com.au
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