How Tourism Australia turned Aussies into content creators

This article covers how Tourism Australia invited everyday Australians to participate in building the country’s brand via its #seeaustralia content marketing campaign in Instagram and Facebook.

How Tourism Australia turned Aussies into content creators

Brooke Hemphill

Tourism Australia, the organisation charged with marketing Australia as a holiday destination, has the largest social media following of any brand in the country and claims to have "won the internet" twice in the past year.

And now, it's turning proud Aussies into online influencers too.

Tourism Australia got serious about social around five years ago with the creation of the hashtag #SeeAustralia, which has helped to amass 7.2 million Facebook fans and a following of 2.3 million people on Instagram.

"Every single day on the hashtag #SeeAustralia, we...

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