Tourism Australia: Can Social Media Attract Visitors? - Thomas Crampton

A little video treat from my colleague over in the Asia-Pacific team at ogilvy - Mr Thomas Crampton ( has really ramped up a gear when it comes to online promotion - as Nick Baker explains here. Utilising Twitter, Facebook, even an all star cast movie (aka - Australia). They have also taken a rather alternative approac when it comes to blogger relations, by invinviting out the blogger "The Sartorialist” out to Australia rather than a journalist or travel-related blogger. An interesting change of direction, which is kicking up a big hoohah in bloggersphere and traditional media alike.

We have been working with the Brazilian tourism board in the UK to think about how they could best approach social media, and through conversation mapping we have spotted some real potential in this.

The question is what kind of role does the tourism board play in these situations - with a clear promotions remit how trustworthy is their "editorial" content going to appear to potential customers/visitors?

A fine line to tread...

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