The Outback
Promise
Promise
to
visit
the
Outback
at
least
once
in
your
life6me
#Outbackqld
@OUTBACK_QLD

Let
me
take
you
on
a
journey
Once
upon
a
6me,
18
months
ago………..

We
got
6red
of
following
the
beaten
track

So
we
went
bush

AEer
several
Coopers
Creek
cordials,
the
sun
rose
and
this
is
what
happened.

We
decided
we
wanted
to
build
powerful
rela6onships
for
Outback
Queensland

Empowering
people
to
become
our
advocates

Today
we
have
a
community
of
31,900
people

Who
ac6vely
promote
Outback
Queensland
on
their
networks

Through
social
media

We
have
put
Outback
Queensland
into
the
spotlight

HOW
?

We
began
with
a
simple
proposi6on
“The
Outback
is
part
of
our
heritage,
and
as
Australians,
the
Outback
is
part
of
us.”
“Every
Australian
should
visit
the
Outback
at
least
once
in
their
life>me”

We
asked
Australians
to
make
a
promise
to
visit
the
Outback
Using
a
special
Facebook
app.

“I
PROMISE
TO
VISIT
THE
OUTBACK”

The
Promise
appears
on
your
Facebook
wall
For
all
your
friends
to
see…

And
you
get
a
nice
liQle

En6cing
your
friends
to
make
a
promise
…and
their
friends,
and
theirs
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE

We
even
got
the
PM
of
the
day

The
new
PM
is
s6ll
thinking
about
it

We’ve
grown
a
community
…of
people
on
our
Facebook
and
on
twi>er
who
absolutely
love
Outback
Queensland

…now
we
can
stay
top
of
mind
“We
build
relaFonships
with
brands
the
same
we
build
relaFonships
with
people.”
“We
don’t
suddenly
become
close
friends
overnight.
We
become
close
friends
through
many
lightweight
interacFons
over
Fme.”
–
Paul
Adams

“38%
of
travellers
make
their
des>na>on
choice
based
on
recommenda>ons
of
their
friends
and
family,
22%
did
so
based
on
informa>on
from
the
web”
-­‐PhoCusWright

We
use
it
showcase
events
in
Outback
Queensland

Our
fans
let
us
know
when
they
are
fulfilling
their
promise

And
they
tell
their
friends

And
share
our
content

This
way
we
reach
more
people
Their
Friends
5,000,000
or
so
Our
Fans
31,981

“92%
of
people
trust
recommenda>ons
from
people
they
know
and
trust,
70%
trust
recommenda>ons
from
other
like
minded
consumers
”
-­‐Nielsen,
2012

But
it
doesn’t
end
there
!

Our
team
is
on
the
road

And
if
our
promise
keepers
find
us
at
one
of
our
events

You
can
grab
your
badge
of
honour.
A
special
t-­‐shirt
to
thank
you
for
keeping
your
promise.
So
far…..
just
a
few
have
found
us

What’s
it
all
worth

For
the
Digi
experts
Since we launched the Outback Promise campaign:
ü Over 240,000 Facebook stories* created by 155,000 users.
ü More than 8000 promises made
ü Our posts have reached 2.7 million on Facebook
ü 34.9 million Facebook impressions from 10.4 millions users
ü Activity from our Facebook page has reached 10,435,941 million people (Total Reach)

For
the
CEOs
Treasury,
Audit
commiQees,
Boards,
Governments,
cri6cs,
non-­‐
believers,
accountants,
strategists,
bureaucrats,
crea6ve
agencies,
public
servants,
media
and
any
one
else
who
may
be
scep6cal
to
the
value
earned,
we
have
this
unques6onable
algorithm

Since
we
began…………..
5,000
people
have
promised
through
Facebook
to
visit
the
Outback
Visitor
Profile
studies
undertaken
by
Tourism
Research
Australia
in
the
Outback
showed
us:
• Ave.
length
of
stay
is
4-­‐7
days
• Ave.
spend
$90
pp
per
day

So….
When
everyone
keeps
their
promise
And
we
know
you
can’t
break
a
promise!

A
conserva6ve
$1.8
million
Into
the
Outback
Economy
5,000
Promise
keepers
Staying
4
days
Spending
$90
per
day

But
wait
there
is
more

We
also
know
that
Outback
Qld
has
approximately
a
50%
repeat
visita6on
rate
That’s
a
further
$900,000
from
the
same
people

And
more…….

Welcome
to
the
New
Bush
Telegraph

To
summarise
we
asked
the
John
Butler
Trio
to
make
us
a
short
video.
This
is
what
they
came
up
with.

Ques6ons
?