Tourism Victoria heats up on the social media front
Tourism Victoria is the first Australian destination marketing organisation to join burgeoning social curation website, Pinterest, launching its Pinterest account on 2 February. Since launching in March 2010, Pinterest has become the fastest website to reach ten million monthly users. With its focus on compelling photography, it is a perfect medium for inspiring travel to Victoria. Tourism Victoria is using the site to curate and republish the best online content from its own websites and elsewhere on the web.
On March 7, Tourism Victoria also recorded another online achievement when its “Play Melbourne” video hit 1 million views on YouTube, hitting this significant milestone less than eight months into the 12 month campaign. The video captures the spirit of the Play Melbourne campaign, which encourages curiosity and visitors to take a chance and discover new experiences and destinations in and around Melbourne. First uploaded in June 2011, the video has been used to drive potential interstate tourists to www.playmelbourne.com.au where they are invited to Play Melbourne.
The object of the online game is to identify Melbourne's places and spaces with the help of visual clues and multiple-choice questions. There’s a weekend for two in Melbourne to be won, every week over 52 week. Players must be ready to travel at the drop of a hat because the winner is announced on Wednesday and flies to Melbourne that very Friday.
The video has supported the promotion of the Play Melbourne campaign across a wide range of digital, social and traditional media channels.