Destination marketing: Virtual tourism through social media

Darren McColl

Tourism Queensland came up with an original focus for its campaign to raise visitor numbers. It advertised 'The Best Job in The World' - a stint as caretaker of Hamilton Island in the Great Barrier Reef.

Virtual tourism through social media

Darren McColl

Immersing people in the travel experience through other visitors' shared travelogues makes social media the perfect, efficient means of communication

Destination marketing is one of the purest, yet most difficult forms of brand development. The overarching objective is simply to build awareness of the destination and create a desire to experience it. But tourism and destination organisations have limited resources and limited influence in many areas.

They can't control and can barely even influence physical availability of their product or service, just the mental availability. Obviously, there are partnership opportunities and trade deals,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands