Best social media award for Tourism Australia
25 September 2014
Tourism Australia is celebrating its second international destination marketing award in a week, after being selected as the winner for Best Social Media Presence in the Tourism Board category at this year's ‘Skiftie’ awards.
The judges praised Tourism Australia’s social media team for demonstrating "a long-term approach to acquisition and engagement activity, and driving activity not only to its own respective platforms but to the regions and local ambassadors that it served through #SeeAustralia."
CEO and Co-Founder of Skift, Rafat Ali, said the judging had been extremely competitive.
"To us, acquisition of users was not enough to make a brand stand out, it was about how their content engaged the community, and how present and genuine the brands were in their attempt to inspire and convert their audience. Tourism Australia should be proud of what they have accomplished," he said.
Tourism Australia's Chief Marketing Officer Nick Baker said that social media was an increasingly important part of Tourism Australia's destination marketing and heavily integrated into other marketing activities.
"Perhaps more importantly though, is the level of engagement these platforms have created for us, helping inspire people to take the next step – whether that be sharing posts with their own networks, clicking through to our own website or of the many tourism operators we regularly feature in our daily posts," he said.
Tourism Australia's head of social, Jesse Desjardins paid special tribute to the huge part played by Australia’s passionate fans and followers in winning the award.
"There's really no other destination that does it better than Australia when it comes to social. We’re lucky that we have such a passionate industry and fan base around the world who help us reach millions of people daily through our platforms. This award really belongs to them," he said.
Tourism Australia’s social media followings:
- Facebook – 6m www.facebook.com/seeaustralia
- Instagram – 860k www.instagram.com/australia
- Google + - 1.25m www.google.com/+australia
- Twitter – 160k www.twitter.com/australia
Earlier this week, Australia's national tourism organisation was voted the 'best destination’ marketeer at the annual World Routes awards.
Skift is a travel intelligence company that offers news, information, data and services to professionals in the travel industry and professional travellers to help them make informed decisions about travel.
Others category award winners included TripAdvisor, Lonely Planet and Walt Disney World Resorts.