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3 April 2019

Last month Tourism Australia launched a new initiative to more deeply engage its 3.5 million Instagram followers with regions around the country. Using a new and unique audience-led format for Instagram Stories, Tourism Australia is giving its followers the opportunity to vote on what they want to do in a region to help build a story. Each fortnight a different region will be featured showcasing key points of interests such as tourism attractions, activities, restaurants and hotels. The first story featuring Brisbane attracted 60,000 votes and received 5.7 million impressions with 70% of the audience watching each story from start to finish. Victoria’s Mornington Peninsula is currently in the spotlight and industry are encouraged to get in touch with Tourism Australia’s social media team with ideas for future stories.