How 500 people changed destination marketing: using social media to sell Canberra

Australian Capital Tourism wanted to attract more couples and families to visit Canberra, which would require overcoming long-held negative perceptions about the country's capital, and effectively using a small budget to make sure its message was heard over several better-known destinations.

How 500 people changed destination marketing: using social media to sell Canberra

John Davidson

It doesn't always take a big budget to change perceptions and start a conversation, according to Ian Hill, director of Australian Capital Tourism. Rather, he told the audience at ad:tech 2013 in Sydney - in a presentation made alongside Douglas Nichol, a partner at the organization's agency, The Works - that a big idea and the smart use of technology can also achieve this goal.

Australian Capital Tourism is the body in charge of marketing for the Australian Capital Territory and Canberra. Canberra is Australia's capital...

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