*Implementing a new contractual influencer agreement for all SATC influencer activity. *Implementing a social media monitoring platform to help support and provide definitive outcomes when working with influencers and *Updating SATC’s social media influencer selection model It can be a credible and cost-effective way to promote a product to a large and broad audience.Ī review of the activity identified opportunities for continual improvement in the design and delivery of new and innovative marketing activities. Influencers have the ability to reach and influence people that traditional media does not capture. A total of 114 attendees were winners of a nation-wide radio competition which promoted South Australia to interstate markets. Influencers were not paid to attend the event, though interstate influencers were covered for flights and accommodation. In total, 30 out of the 300 guests were influencers invited by the SATC, including 10 from interstate. *The social media coverage generated through influencer and celebrity engagement achieved a social media audience reach of more than 4.8 million people. *More than 150 pieces of global media coverage showcased South Australia to global audiences, including outlets such as Rolling Stone Magazine and Billboard Magazine *Reached 2.4 million people through social media influencer content *Television coverage reached 8.3 million people *The campaign generated content that promoted South Australia around the world, including to Sam Smith’s 14.7 million Instagram followers, as well as more than 6 million people across Australia via the national radio partnership The agreement is Commercial in Confidence to protect the future negotiations and business dealings with Frontier Touring. The campaign objectives were to showcase South Australia with a globally recognised artist, to target younger global audiences beyond the reach of traditional media, and to increase social media coverage and talkability for South Australia. There were four key partners involved in the delivery of this brand partnership: White Noise Agency (WNA), Frontier Touring, d’Arenberg and the South Australian Tourism Commission (SATC). The partnership between SATC and Frontier Touring, which included a Sam Smith promotional event, generated an estimated Advertising Value Equivalent (AVE) of more than $32 million directly.
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