8/2/2019 Tourism NSW (7 Days) | Social Media Case Study | TWO SOCIAL

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CASE STUDY: 7 Days in Sydney

ChallengeTourism New South Wales key objective was to

raise Sydney as a destination of choice for youth

travellers from the UK and Ireland. Although there

was a variety of quality content in their media

mix, TNSW were lacking any Social Media suitable

content, the sole platform for this initiative.

The challenge was to nd a way to engage youth in

social media.

StrategyTwo Social developed a hub and spoke approach in

order to gain maximum reach of message in the

social media space. Creating a hub in the form of

Sydney Siders blog and Twitter to drive people

to whilst actively seeding content in the areas of

identied targets.

Two Social employed a two pronged strategy

containing both oensive and defensive elements:

Defensively: An identity was created in the form

of an Avatar called Sydney Siderwhich allowed a

pre-campaign credibility and following to build

across Twitter and Sydney Siders Best City in

the World blog. This created a platform from

which to convey messages and content created fromthe 7 Days in Sydney campaign and created a hub to

drive people back to.

Ofensively: For content and promotion two British

travellers were taken on a non-stop, 7 day

adventure in and around Sydney, sharing its sites,

activities and icons with the world as they did so

in the form of video, messaging, written reviews

and photos across Wordpress, Twitter, You Tube,

Facebook and Flickr channels.

reSultSSydneys social media voice for the ve months

preceding the 7 Days in Sydney campaign was 22%

share across blogs, forums and microblogs. This

increased by 60% post campaign with the most

noticeable rise in microblogs, increasing by an

impressive 43%. All growth was organic and not

supported by any advertising or PPC campaigns.

The campaign has received ve awards to date

including two W3 awards and was a nalist for the

AIMIA Best tourism and travel category.

Individual channel results show strong traction

across the target market and Two Social continues

to work with TNSW to track visitor numbers from

the UK and Ireland.

7 Ds i Sd: Soci Mdi SccssA at aoa to at ong ontnt as Tous Nw Sout Was aa

Channels employed

8/2/2019 Tourism NSW (7 Days) | Social Media Case Study | TWO SOCIAL

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CASE STUDY: 7 Days in Sydney

CreatIVe

8/2/2019 Tourism NSW (7 Days) | Social Media Case Study | TWO SOCIAL

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CASE STUDY: 7 Days in Sydney

4% Forums

78% Unclassified

17% Blogs 1% Microblogs 4% Forums 18% Blogs 17% Microblogs

61% Unclassified

SydNey ShAre Of vOice*

iN SOciAl mediA december April 2009 - 22%

Content from 1 December 2008 to 30 April 2009

SydNey ShAre Of vOice

iN SOciAl mediA mAy-SepTember 2009 - 39%

Content from 30 April 2009 to 30 September 2009

reSultS