youth market social media campaign Challenge

With the youth market already contributing 37% of international visitor arrivals

7 days
in New South Wales, Tourism NSW were keen to further encourage young
travellers to visit Sydney and extend their stay.
Acknowledging word of mouth as an effective channel, Tourism NSW
recognised a need to generate content containing a balance of information,

in Sydney
opinion and entertainment which would position Sydney as the ultimate
destination to the 18-30 demographic.

strategy

creative
Through a casting call run on Facebook, one Irish girl and one British guy
were flown out to Sydney for seven days to sample everything Sydney has to
offer. As well as being filmed during the “7 Days in Sydney” campaign they
tweeted, twitpic’d and blogged about their adventure. Post seven days this
vast bank of content is used on an ongoing basis to seed into blogs, forums
and social networking sites where the target market play.

1
[Insert Quote, no more than 4 lines high] Lorem ipsum
causae takimata dissentias ei qui, mei sale singulis no. Mea
ut epicuri sensibus. Cu solum ridens pro, ponderum consul
vituperatoribus cu eos, odio scripserit persequeris quo ut.
facebook
Place Logo
Name
Position, Company

landing page tab page profile graphic wall graphics

A youth-targeted creative concept was developed showcasing the two
chosen visitors to Sydney, Dervs and Cuzzy, as well as some of the city’s
more iconic landmarks. A campaign specific FBML landing page tab was
designed and built on the Sydney Australia Facebook page allowing users
to click through to campaign videos, photos, the 7 Days in Sydney Twitter
account and blog, plus alliance partner travel deals.
With limited creative opportunity on the FBML boxes were built with campaign
Facebook page wall a campaign-specific promo tiles linking through to the landing
twist was given to the existing profile page tab.
image.

2
[Insert Quote, no more than 4 lines high] Lorem ipsum
causae takimata dissentias ei qui, mei sale singulis no. Mea
ut epicuri sensibus. Cu solum ridens pro, ponderum consul
vituperatoribus cu eos, odio scripserit persequeris quo ut.
TWITTER + WORDPRESS BLOG
Place Logo
Name
Position, Company

twitter background WORDPRESS BLOG

The campaign creative was extended to a Twitter background design for For more in-depth daily updates on their adventures Dervs and Cuzzy
real time updates on Dervs and Cuzzy’s Sydney adventure. blogged through a custom designed Wordpress blog. Photos and videos
were posted as well as Google Maps itineraries for each of the seven days.

3
[Insert Quote, no more than 4 lines high] Lorem ipsum
causae takimata dissentias ei qui, mei sale singulis no. Mea
ut epicuri sensibus. Cu solum ridens pro, ponderum consul
vituperatoribus cu eos, odio scripserit persequeris quo ut.
YOU TUBE + FLICKR
Place Logo
Name
Position, Company

YOU TUBE CHANNEL best city in the world blog

Daily videos were loaded to a custom designed You Tube channel.
A SydneySider blogging presence was established to seed the content generated
from the 7 Days in Sydney campaign. Visually this needed to look different to the 7
Days campaign creative.
The content is posted on an ongoing basis to both the “Best City in the World”
Wordpress blog and other blogs, forums and social networking sites where the
target market are active.